Apparently consumers do care about privacy

I often get into discussions about whether people really do care about privacy, given that they give away personal information regularly when they share with friends via Facebook or other services. A recent report suggests that people do care, at least when it comes to banking and shopping:

The Edelman study released in February 2012 shows that consumer concerns about data privacy and security are actively diminishing their trust in organizations. For instance, 92% listed data security and privacy as important considerations for financial institutions, but only 69% actually trusted financial institutions to adequately protect their personal information. An even sharper disconnect can be seen with online retailers, with 84% naming security of personal information as a priority but only 33% trusting online retailers to protect it.

The blog of the Office of the Canadian Privacy Commissioner (from which I drew this quote) sums it up in the title: Privacy: Not just good business, but good for business.

But I have to wonder, do these numbers indicate that privacy-preserving businesses will be winning customers, or will we simply see claims of privacy that aren't backed up by carefully constructed systems? Do consumers really care about privacy or do they just say they care? How will consumers evaluate potentially spurious privacy claims? In Canada we at least have the privacy commissioner who brings issues to light, and worldwide we have the Electronic Frontier Foundation, but while both organizations are astute and do their best, privacy claims are something that will need to be evaluated by organizations like Consumer Reports that are used by consumers when making decisions about where they spend and keep their money. Right now, by and large, we only hear about the relative privacy of an organization when a breach occurs.

I attended a talk on Internet voting yesterday and the speaker quoted an official in DC who claimed that, "voters like internet voting, so it must be secure," which is really quite a terrifying quote if you think about it. The speaker joked, "does this mean that because my kid likes cake, it must be healthy?" It really clearly demonstrates first that users of the system have very little understanding of its safety (despite strides in the area, internet voting as currently implemented is rarely secure) but also that officials who roll out such systems have little understanding of the flaws of the system and are much too willing to overlook them for convenience sake. If this is the case with voting, it's hard to believe that business would avoid such cognitive mistakes.