There’s a saying that trust is the foundation of any healthy relationship. Whether it’s the trust between partners to commit faithfully and wholeheartedly, the trust between best friends to carry each other’s deepest secrets, or even the trust between a parent and their child to guide each other through life’s uncertainties. Trust is what holds these bonds together.
Ultimately, this trust is earned, not given. In the context of data privacy, I found that the same goes for the trust placed by consumers towards the multitude of organisations that handle data every day—shifting from “privacy apathy” to a growing distrust or “trust issue” for some.
A survey featured by Forbes and conducted in 2019 by RSA Security LLC, an American fraud prevention and security company, found that only 48% of consumers believe that there are ethical ways companies can use their data. In today’s digital age, marked by the prevalence of A.I., deepfakes, and personalised advertisements, that trust is being tested like never before. Your devices are a goldmine of information, ready to be tapped, and forming the foundation of the success of many organisations around the world.
This isn’t merely a “trust issue”: it is a fact that our data is constantly at risk, and that consumers’ protectiveness of their data is warranted. And unless we take proactive steps to protect, educate, and raise awareness on effectively securing data, we risk losing more than just our privacy—we risk losing control.
Your Data, Your Duty
The truth is, you have more control over your data than you think—it all starts with taking accountability for the personal information you share and recognising how vulnerable this is. As consumers, we must collectively identify our boundaries and limits when it comes to the data we share. Some actions we may see as no big deal, such as geotagging your latest Instagram post, flexing your latest purchase at your “My Day”, or even sharing your account details with loved ones, could lead to a potential breach of data privacy.
Here’s a question for you: when you are prompted with the terms of conditions of an app you’ve downloaded, do you read them in their entirety? Chances are, you simply breeze past it and accept, with the impression that giving permission to access your data is no big deal. What you miss is that accepting these terms is almost like giving away all the keys to your identity.
Avoiding pitfalls, such as not checking what data is collected by the apps you download or oversharing information that may compromise your privacy online, is key. Remember, while some companies have learned to be transparent on how they handle your information, the default privacy settings on apps remain to maximise the data they obtain. In the fight for your privacy, you are your own first line of defence.
Rebuilding Trust Amidst Expanding Horizons
Transactions are a two-way street: customers expect transparency, and organisations are expected to safeguard the information entrusted to them. The trust that consumers place in organisations goes beyond service quality—it’s about how their data is handled behind the scenes.
Just as it remains in the hands of the consumer to be responsible for their own data, it falls onto businesses and organisations to handle what they collect responsibly and in accordance with evolving data protection laws, ethical standards, and global best practices.
You may have seen the effect data breaches have on public trust, brand reputation, and even financial stability. From leaked personal records to compromised financial information, the consequences are far-reaching and often irreversible, fueling this “trust issue”.
Yet, we must also acknowledge the benefits that responsible data collection brings. Organisations powered by big data have enabled unprecedented levels of personalisation, predictive analytics, and customer targeting. Curated content, more efficient services, and targeted advertisements can, when used ethically, be a force for good, not just for businesses, but for consumers as well.
The emergence of artificial intelligence, in particular, serves as both a challenge and an opportunity in the field of data privacy and business. While AI-powered data tracking and collection pose data privacy concerns, Michael Ashley, in his Forbes article titled “AI, Privacy And Power: Are People Finally Reclaiming Their Data?” recognised that despite the potential for misuse, AI-driven privacy tools and encryption models also have the potential to remove centralised data control from big tech companies.
In line with how organisations innovate in using and collecting data, they must also continue innovating their data privacy practices. Privacy by design and accountability at every level must become the new standard.
As an example of how businesses continue to innovate towards data transparency and accountability, a top smartphone company has emphasised user privacy as one of their core values: comprehensively detailing the data they collect and how it’s used and continuously improving how they handle their user’s data to avoid breaches. They serve as a shining standard of how businesses can regain consumers’ trust in this modern world.
Privacy Awareness Week: Data Privacy Matters
Last month, the National Privacy Commission led the nationwide Privacy Awareness Week (PAW) 2025, an annual celebration dedicated to strengthening data privacy awareness and promoting responsible personal data processing in the Philippines. With this year’s theme, “Global Privacy Matters: Navigating a Borderless Digital World and Expanding New Professional Horizons”, the celebration explored both local and global challenges and opportunities in the field of data privacy, culminating in the 8th National Data Privacy Conference.
In conjunction with the NPC’s celebration, organisations around the country also held their own initiatives in line with PAW. My firm, P&A Grant Thornton, held its own series of activities, seminars, and interactive sessions on emerging privacy regulations, the intersection of ethics and technology, and how we can apply them to our work and personal lives, led by our Anti-Money Laundering and Data Privacy Group. The resounding message of this nation-wide celebration was the critical role everyone plays in building a secure, trustworthy, and inclusive digital ecosystem.
In the end, privacy isn’t just a trust issue—it’s a shared responsibility: one we must continue to raise awareness of as we take ownership of our data. Trust and responsibility go hand in hand when it comes to turning this awareness into action.
As the data privacy landscape in the Philippines continues to evolve, let this awareness be one of the many steps towards more conscious, privacy-centred practices in our work, community and personal lives. In today’s digital world, stay vigilant, aware, and prudent with how your data travels online!
As published in The Manila Times, dated 18 June 2025
