Hidden costs of compromised privacy: Protecting brands and customers

Amid rising privacy concerns from consumers and increasing regulatory demands, today’s businesses are facing intense pressure to protect their customers’ privacy. Layer in the surge of new technologies like artificial intelligence (AI), and privacy concerns elevate even further. In a world where privacy violations can damage brands overnight, it’s critical to understand the hidden costs of compromised privacy.

Until recently, data breaches nearly dominated conversations on data privacy, partly due to strict notification requirements designed to protect consumers. However, securing data is only part of the problem — businesses are also misusing customer information, which creates an entirely new set of risks. 

The majority (67%) of United States adults turn off cookies or website tracking to protect their privacy, and reports show privacy requests have skyrocketed 246% from 2021 to 2023. Consumers are signaling loud and clear that they want more control over how their data is used. And it’s up to businesses to hear them. 

Failing to prioritize customers’ privacy can lead to severe financial consequences. Some of the costs are well-understood, like the immediate expenses of a data breach. Those may include legal and regulatory penalties, expenses related to notifying affected customers, IT costs for forensic investigations and system repairs, public relations efforts and more.

However, there are also a number of indirect costs associated with inadequate customer privacy protection. Examples can range from damaged reputation to more intense regulatory scrutiny to missed opportunities for growth. The indirect expenses can extend beyond the immediate aftermath of a breach, and they often arise out of a loss of trust. Whether a customer learns their information was exposed in a breach or that a company used their data in ways that make them uncomfortable or that they did not explicitly permit, the impact is severe albeit not easy to quantify. 

In order to protect customers, maintain trust and support the bottom line, business leaders need a clear understanding of the value of data privacy — including the damage that comes from neglecting it. 

Loss of customer trust

Customer trust can be hard to quantify, but there is a traceable connection between trust and responsible handling of consumer data. For example, 87% of consumers say they will take their business elsewhere if they don’t trust a company is handling their data responsibly. Data compromise can also negatively impact new customer acquisition, as illustrated by the Cisco 2023 Data Privacy Benchmark Study, which reported that 94% of security executives said their customers wouldn’t buy from them if their data was not properly protected.

Damage to brand and reputation

Rebuilding a company’s reputation after a highly public breach can take years. Companies with a history of data breaches may be seen as less trustworthy, especially in industries where security is critical, such as financial services and healthcare. Even without a breach, companies are increasingly coming under public fire for using customer data in ways they did not explicitly permit, for example, harvesting user data for training AI without customer consent. 

A damaged reputation can also undermine investor confidence, which is sometimes evident in a drop in stock price associated with the aftermath of the immediate breach. But notably, a company’s stock price could continue to underperform even after that initial drop if it struggles to rebuild confidence and repair its reputation. 

A damaged company reputation can also impact important business agreements. Vendors and partners may reassess their relationship with an impacted company, potentially negotiating new, less favorable terms that reflect the perceived increased risk.

Increased regulatory scrutiny and legal challenges 

Companies that experience a significant data breach may be subject to more frequent audits and investigations by regulatory bodies. This increased scrutiny can slow operations and lead to additional compliance costs. In fact, the top law firm Gunderson & Dettmer recently reported a surge in lawsuits related to website tracking technologies. 

With regulations like GDPR, CCPA, CPRA, and the ever-growing list of state privacy laws coming into force, businesses face more stringent compliance requirements than ever before.

Lost business opportunities

After a breach, companies often divert significant resources to deal with the aftermath. This shift in focus can delay other important projects, disrupt innovation and reduce overall productivity. Further, companies may unknowingly lose out on potential partnerships, deals or acquisitions if they are seen as risky or untrustworthy due to a breach.

The costs of a data breach or compromise of customer privacy are substantial, involving both short-term, quantifiable expenses and longer-term, unknown repercussions. While fines, legal fees and direct financial losses are more immediate and measurable, the impact on customer trust, brand reputation and future business opportunities can be just as damaging. And yet, despite these costs, there is evidence that many companies are not taking privacy concerns seriously enough — an audit of 5,000 websites found that 75% of them used three or more cookie trackers despite users not consenting to this tracking. 

Companies must reassess their privacy commitments and investments to ensure their cost/benefit analysis factors in these hidden risks, which can prolong the recovery period after a breach of trust and extend financial and operational consequences well beyond any initial incident.