Why consumers don’t take cybersecurity threats seriously

Cybersecurity has a branding problem, and it’s costing businesses more than they realize. Despite the growing number of high-profile breaches, consumers remain indifferent, often ignoring security warnings or failing to take basic precautions. This disconnect between rising threats and consumer inaction is a serious issue for companies that rely on trust to maintain customer loyalty. When a breach occurs, the fallout is swift; research shows that 75% of consumers in the United States would stop purchasing from a brand if it suffered a cyber incident. Yet, many brands struggle to communicate the urgency of cybersecurity without overwhelming or alienating their audiences. The challenge isn’t just about security, it’s about perception, messaging, and maintaining trust in an environment where digital risks are on the rise.  

The messaging problem: Fear doesn’t work  

For years, cybersecurity marketing has relied on fear to drive action. Warnings about identity theft, financial fraud, and data breaches dominate public messaging, but research suggests this approach has diminishing returns. Consumers have been bombarded with so many dire predictions that many have become desensitized. Instead of fostering vigilance, fear-based messaging often leads to apathy. A study from Iowa State University found that when cybersecurity products are marketed through fear, consumers are less likely to take meaningful action because the information feels overwhelming or beyond their control.  

Tech companies and financial institutions have started shifting away from alarmist messaging toward education and empowerment. Apple, for example, has positioned privacy and security as core brand values without resorting to scare tactics. Instead of emphasizing threats, Apple highlights features like end-to-end encryption and privacy-focused updates in iOS, presenting security as a benefit rather than a burden. This approach makes consumers feel in control rather than under siege, increasing engagement with security features.  

Trust is fragile, and hard to rebuild  

Once a brand suffers a cybersecurity breach, repairing trust is an uphill battle. Consumers are unforgiving, with 58% stating they view breached brands as untrustworthy. The damage isn’t just reputational, it’s financial. The 2018 Marriott International data breach exemplifies the severe repercussions brands face following cybersecurity incidents. In this breach, unauthorized access to Marriott’s Starwood guest reservation database compromised the personal information of up to 500 million customers, including names, addresses, phone numbers, email addresses, passport numbers, dates of birth, and payment card details. Financially, Marriott incurred nearly $30 million in recovery expenses, covering investigation costs, customer notifications, security monitoring services, call center operations, and enhanced cybersecurity measures.

Transparency is the only way forward when a breach occurs. Consumers expect immediate disclosure, clear explanations of what happened, and concrete steps to prevent future incidents. Delayed or vague responses only deepen distrust. Equifax’s handling of its 2017 breach, which affected 147 million people, is a case study in failure. The company waited six weeks to disclose the breach, provided confusing instructions on how affected consumers could protect themselves, and faced accusations of insider trading by executives who sold stock before the breach was announced. The result? A $700 million settlement and a lasting reputation hit.  

Proactive security is a competitive advantage  

Companies that treat cybersecurity as a core business function rather than an IT issue are better positioned to maintain consumer trust. Proactive security measures, such as regular audits, employee training, and strong encryption, reduce the likelihood of breaches and signal to consumers that their data is a priority.  

Financial institutions have led the way in making security a selling point. Banks like JPMorgan Chase and Citibank actively promote their fraud detection capabilities, biometric authentication, and zero-liability policies for unauthorized transactions. These efforts reassure customers that their money is safe, strengthening brand loyalty.  

Retailers and e-commerce platforms can take a similar approach by emphasizing security in their customer experience. Amazon, for example, continuously refines its fraud prevention systems and communicates these efforts to customers. By making security features visible, such as two-step verification and secure payment options, Amazon reinforces trust without overwhelming users with technical jargon.  

Educating consumers without overwhelming them  

One of the biggest challenges in cybersecurity communication is striking the right balance between informing consumers and avoiding information overload. Many people assume security is too complex to understand, leading them to ignore even basic precautions.  

The key is to integrate security education into everyday interactions without making it feel like a chore. Google has done this effectively with its “Security Checkup” feature, which provides users with a simple, guided review of their account security settings. Instead of bombarding users with technical details, Google presents actionable steps, such as enabling two-factor authentication or reviewing account activity, in a way that feels manageable.  

Social media platforms have also started incorporating security education into their user experiences. Instagram and Facebook regularly prompt users to update their passwords and enable login alerts, embedding security into the platforms without disrupting engagement. These small, consistent nudges are more effective than one-time warnings that consumers quickly forget.  

Generational differences in cybersecurity awareness  

Not all consumers perceive cybersecurity risks the same way. Generational differences play a significant role in how people respond to security messaging and brand trust.  

Older generations, particularly Baby Boomers, are more likely to change their purchasing behavior after a breach. They tend to be more cautious with online transactions and expect brands to take security seriously. Younger consumers, especially Gen Z, are generally less concerned about cybersecurity unless it directly affects their mobile devices or social media accounts. This group has grown up in a digital-first world and often prioritizes convenience over security.  

Brands need to tailor their messaging accordingly. For older consumers, emphasizing data protection and fraud prevention can reinforce trust. For younger audiences, highlighting mobile security features, privacy controls, and seamless authentication methods can make security feel relevant. Companies like PayPal and Venmo have successfully engaged younger users by making security part of the user experience rather than an afterthought.  

The path forward  

Cybersecurity isn’t just a technical issue, it’s a brand issue. Consumers may not always take security seriously, but they expect the brands they trust to do so. Companies that fail to communicate the importance of cybersecurity risk losing consumer confidence, while those that integrate security into their brand messaging stand to gain a competitive edge.  

The most effective approach is one that prioritizes transparency, education, and proactive security measures. Fear-based messaging no longer works, but clear communication, visible security features, and responsive crisis management can make all the difference. Brands that treat cybersecurity as a core part of their identity, not just an IT concern, will be the ones that maintain trust in an increasingly digital world.