Apple has launched a privacy-focused ad to air during the World Series. It comes as people are becoming better informed about their personal data and how it’s managed, leading big tech companies to get proactive about winning back trust from an increasingly skeptical consumer base.

An update of Amazon’s Alexa has made it even easier for users to delete stored voice recordings and their transcribed counterparts. With ongoing concerns about online privacy, people are looking for peace of mind when it comes to managing their data.

As Gen Yers enter their financial prime, brands across sectors are looking at ways to adapt their offerings to meet the ethical expectations of this cohort. Online-only challenger bank Aspiration is appealing to them by putting trust, transparency, and sustainability at the heart of its business.

User confidence in social media giants has been plummeting in the wake of data privacy scandals and the rise of ‘fake news’. As a result, many are choosing to connect with like-minded individuals in micro-spaces that they believe can offer better security and a sense of community.