Public perception of privacy and security in the post-Snowden era has changed, leading to end users caring vastly more about the topic. Last year, there were more breaches than ever before; ad-tracking technology has grown and will keep growing, collecting more and more data; and awareness of government access to personal data has increased.
Although it is still difficult to fully understand the long-term consequences of data collection at this level, the concerns are rising both from a user and a collector point of view. End users, whether they are employees or customers, are requesting a higher level of respect towards their privacy and putting forward more questions as to how and why their personal data is handled.