The General Data Protection Regulation (GDPR) comes into force in a couple of weeks and so companies around the world are swamping our inboxes with updates to their terms of service. While dealing with GDPR can be a “pain” at many levels, there are definitely some positive aspects to it.
Under GDPR consumers get more control over their data and how companies get to handle it.
That is NOT a bad thing.
Unfortunately most companies aren’t seeing this change as a positive and are merely rolling out legally compliant changes to their policies and processes. I’ll admit we’ve fallen into that trap too!
However there are a couple of companies who are taking this opportunity to put a very positive spin on the changes. One company that has done this really well is the shoe company Clarks.
Here’s what they sent me this morning:
I love this.
They’ve taken what most companies are seeing as a banal bit of red tape and have turned it into a branding opportunity. Not only will they communicate to you about a change, but they’re also using that to remind you about what their brand vision is.