Future of Privacy - The Emerging View 11 06 15

The
Future
of
Privacy
|
The
Emerging
View

Insights
from
Mul0ple
Expert
Discussions
Around
the
World

Context

Privacy
was
one
of
the
key
themes
to
emerge
from
the
ﬁrst
Future
Agenda

programme
in
2010.
Since
then,
it
has
grown
in
recogni0on,
focus
and

concern
for
a
wide
range
of
individuals,
organisa0ons
and
governments.

Future
Agenda

The
Future
Agenda
is
the
world’s
largest
open
foresight
program

that
accesses
mul0ple
views
of
the
next
decade

so
all
can
be
beKer
informed
and
s0mulate
innova0on.

Looking
Forwards

Organisa0ons
increasingly
want
to
iden0fy
and
understand

both
the
an0cipated
and
unexpected
changes

so
that
they
can
be
beKer
prepared
for
the
future.

Future
Agenda
1.0
Top
Insights
for
2020

From
the
2010
program,
52
key
insights
on
the
next
decade
were
shared

widely
and
have
been
extensively
used
by
organisa0ons
around
the
world.

Privacy
was
a
key
issue
to
emerge
in
2010
and
has
grown
since.

Future
Agenda
in
Numbers

The
ﬁrst
Future
Agenda
programme
engaged
a
wide
range
of
views
in

25
countries.
Future
Agenda
2.0
has
doubled
the
face-‐to-‐face
interac0on

and
signiﬁcantly
raised
online
sharing,
debate
and
discussion.

Future
Agenda
1.0

1
HOST

16
TOPICS

25
COUNTRIES

50
WORKSHOPS

1500
ORGANISATIONS

Future
Agenda
2.0

50
HOSTS

25
TOPICS

40
COUNTRIES

100
WORKSHOPS

2500
ORGANISATIONS

Future
Agenda
2.0
Topics

The
second
version
of
the
Future
Agenda
program
is
taking
place

during
2015
and
has
been
addressing
20
topics
via
100
events
in

50
ci0es
in
40
countries
in
partnerhship
with
around
50
core
hosts.

Ageing

CiQes

Company

ConnecQvity

Data

EducaQon

Energy

Food

Government

Health

Learning

Loyalty

Payments

Privacy

Resources

Transport

Travel

Water

Wealth

Work

IAPP
Partnership

Discussions
on
the
future
of
privacy
were
undertaken
in
partnership
with
the

IAPP.
Events
in
the
US,
UK,
Singapore
and
Canada
plus
insights
from
topics

such
as
the
future
of
data
have
all
added
more
views
from
around
the
world.

Ini0al

Perspec0ves

Q4
2014

Global

Discussions

Q1/2
2015

Insight

Synthesis

Q3
2015

Sharing

Output

Q4
2015

The
Future
of
Privacy
|
The
Emerging
View

This
document
provides
an
overview
of
what
we
heard
from
mul0ple
expert

voices
around
the
world
–
on
the
future
of
privacy,
how
it
is
changing,
what
is

driving
this
change
and
how
it
may
evolve
over
the
next
decade.

Six
Key
Themes

Across
the
mul0ple
discussions,
issues
related
to
privacy

seem
to
be
touching
upon
and
connec0ng
with
six
underlying,

and
interwoven,
themes
with
different
emphasis
in
different
countries.

The

Increasing

Value
of

Data

Data

Ownership

Changing

Nature
of

Privacy

Shiîng

Public

Percep0ons

Managing

Data
Risk

New

Models
and

Behaviours

The
Increasing
Value
of
Data

The
Increasing
Value
of
Data

As
organisa0ons
grab
more
data,
it
becomes
a
currency
with
a
value
and
a

price:
It
therefore
requires
marketplaces
–
transparent
ecosystems
for
trading

data
-‐
so
anything
that
is
informa0on
is
represented
in
data
marketplaces.

Knowing
The
Unknown

By
2020
people
and
connected
objects
will
generate
40
trillion
gigabytes
of

data
that
will
have
an
impact
on
daily
life
in
one
way
or
another.
This
data
will

make
known
about
us
things
that
were
previously
unknown
or
unknowable.

Value
of
Data

There
is
undoubtedly
a
huge
economic
incen0ve
to
generate
and
collect
data

from
whatever
sources
it
becomes
available.
As
more
data
from
more
things

becomes
available,
we
can
expect
to
see
a
data
“land
grab”
by
organisa0ons.

Data
Darwinism

Data
is
a
new
form
of
power:
Corporate
consolida0on
places
data
in
the

hands
of
a
few
who
are
able
to
dictate
terms
above
others.
Governments

correspondingly
have
less
power
as
they
have
less
access
to
key
data.

A
Data
Marketplace

Data
is
a
currency,
it
has
a
value
and
a
price,
and
therefore
requires
a

market
place.
An
ecosystem
for
trading
data
is
emerging
and
anything

that
is
informa0on
is
represented
in
a
new
data
marketplace.

Privacy
as
CompeQQon

Privacy
is
not
about
the
individual
–
it
is
all
about
the
value
of
data.

Therefore
we
will
see
increasing
data
fragmenta0on
as
companies
seek

to
use
data
for
compe00ve
advantage
and
create
new
barriers
to
entry.

Privacy
Visibility

The
security
industry
has
been
es0mated
to
be
worth
$350
Billion
in

the
US
alone;
security
is
a
sophis0cated
and
maturing
market.

The
‘privacy
industry’
by
contrast
is
hardly
recognizable
at
all.

Personally
Curated
Data

‘Personally
curated’
sources
of
data
will
have
higher
value
simply
due
to
the

fact
that
they
will
represent
the
actual
wishes
and
desires
of
an
individual,

rather
than
the
presumed
wishes
and
desires
based
on
derived
data.

QuanQfied
Value

The
power
of
data
is
in
the
hands
of
those
who
are
able
to
organise
it.

But
who
will
be
able
to
define
what
is
fully
accurate
and
true

informa0on
before
it
can
be
quan0fied
and
therefore
have
value?

The
Changing
Nature
of
Privacy

The
Changing
Nature
of
Privacy

More
interna0onal
frameworks
seek
to
govern
the
Internet,
protect
the

vulnerable
and
secure
personal
data:
The
balance
between
government

protec0on,
security,
personal
privacy
and
public
good
is
a
poli0cal
issue.

Individual
Control

New
disrup0ve
providers
are
seeking
to
put
the
individual
in
control
of

their
personal
data.
In
the
process,
they
are
seeking
to
dis-‐intermediate

data-‐intensive
businesses
from
their
exis0ng
sources
of
data.

Public
Privacy

The
regulated
press
/
unregulated
Internet
con0nue
to
push
the
boundaries
of

informa0on
sharing:
Everyone’s
personal
informa0on
is
in
the
public
domain,

but
there
are
diﬀering
cultural
expecta0ons
about
what
cons0tutes
privacy.

Privacy
for
the
Next
GeneraQon

With
1/3
of
Internet
users
under
18,
adult
regula0on
struggles
to
protect
the

young
while
giving
them
authen0c
expression.
In-‐built
defaults
and

sophis0cated
assessments
seek
to
mi0gate
risk
but
with
no
major
shi^.

Connected
PredicQon

Led
by
healthcare,
we
move
from
disparate,
under-‐u0lized
data
sources
to

real-‐0me
synthesis
of
mul0ple
data
plalorms
with
improved
accuracy
and

speed.
Predic0ve
analy0cs
drives
hyper-‐personaliza0on
and
early
ac0on.

Diversity
of
State
Powers

As
targeted
monitoring
replaces
broad
mass-‐intercep0on,
more
prevalent
and

robust
collec0on
of
personal
data
by
states
in
many
regions
is
increasingly

subject
to
interna0onal
security
frameworks.
But
others
do
not
comply.

The
Many
Faces
of
Privacy

Diﬀerent
interpreta0ons
of
privacy,
many
from
diﬀerent
cultures,
challenge

exis0ng
models.
Global
frameworks
may
become
more
consistent
while

implementa0ons
are
localised
and
diverse,
making
'privacy
borders'
a
reality.

Data
Ownership

Individuals
recognize
the
value
of
their
digital
shadows,
privacy
agents
and

data
brokers
curate
clients’
data
while
personal
data
stores
give
us
control
of

our
informa0on:
We
retain
more
ownership
of
data
and
opt
to
share
it.

MiData

In
the
future,
customers
will
retain
full
ownership
of
their
own
consumer
data

in
machine-‐readable
format,
which
they
then
opt
to
share
with
merchants.

Some
customers
will
hire
‘personal
data
managers’
to
make
this
easy.

Data
Curators

Personal
Informa0on
Managers
grow
in
number
and
seek
to
manage

and
protect
both
‘free’
individual
data
sets
and
aggregated
data:

“If
you
are
not
paying
for
a
product,
you
are
the
product.”

Masters
of
Our
Data

In
2025
there
will
be
a
seamless
border
between
digital
and
real
where

the
digital
truth
becomes
the
real
truth.
We
should
increase
awareness

of
our
digital
shadow
becoming
‘masters
of
our
data’.

Personal
Data
Store

Led
by
developments
in
authen0ca0on
systems,
new
personal
data
plalorms

migrate
into
the
world
of
marke0ng.
These
lead
to
seamless
and
universally

accepted
creden0als
stores
that
share
data
with
mul0ple
brand
partners.

Owning
Your
Digital
Shadow

Consumers
are
increasingly
aware
of
the
value
of
their

digital
footprints.
This
drives
the
desire
for
greater
control
of

personal
data,
balancing
convenience
and
beneﬁt.

CiQzen-‐centric
Data

Some
see
the
inevitability
of
a
ci0zen-‐centric
data
eco-‐system
that
empowers

individuals
with
control
and
visibility
over
all
data
created
by,
or
impac0ng
on,

them,
including
data
a^er
life
–
the
onward
usage
of
inherited
data.

ShiZing
Public
PercepQons

ShiZing
Public
PercepQons

Privacy
becomes
a
mainstream
issue
with
ci0zens
more
aware
of
how
their

data
is
being
used.
What
is
private
and
what
is
public
blurs
but
many
seek

to
have
greater
inﬂuence
over
how
their
data
is
collected
and
used.

Privacy
is
a
Public
Issue

The
public’s
percep0on
of
the
threats
to
privacy,
personal
freedom

and
autonomy
is
growing.
Privacy
has
already
emerged
beyond
a

niche,
specialist
concern
to
being
a
mainstream
public
issue.

Growing
Distrust

Growing
awareness
and
distrust
will
increasingly
become
a
factor
in

decision
making
for
ordinary
people
–
decisions
about
the
products
we
use

or
abandon,
the
brands
we
associate
with,
the
poli0cal
leaders
we
elect.

Data-‐conscious
CiQzens

The
need
for
ci0zens
to
understand
how
data
is
used
will
grow.
Educa0on
will

be
needed
to
combat
new
inequali0es,
and
enable
people
to
fully
take
part
in

society:
understanding
data
will
become
part
of
civic
self-‐consciousness.

Data
ExploitaQon

If
it
is
discovered
that
companies
exploit
data
that
has
been
collected
without

genuine
permission
and
use
it
in
ways
that
have
no
societal
beneﬁt
there
is
a

risk
that
a
nega0ve
public
response
will
limit
opportuni0es
for
everyone.

ShiZing
Power
To
The
Individual

This
poten0al
for
economic
disrup0on
to
come
to
the
aid
of
privacy

by
shi^ing
power
over
data
from
the
organisa0on
to
the

individual
is
one
of
the
most
signiﬁcant
emerging
trends.

Informed
Consent

Given
complex
data
ﬂows,
informed
consent
is
increasingly
challenging
–

so
an
alterna0ve
is
needed:
An
accountability
governance
model
incorpora0ng

ethics
and
respeclul
data
use
is
a
compelling
subs0tute
or
complement.

Privacy
as
a
Luxury

The
right
to
privacy
becomes
more
diﬃcult
to
enforce,
but
the
wealthy

con0nue
to
take
ac0on
when
informa0on
is
misused.
Privacy
could
be
a
luxury

in
the
near
term
–
but
may
become
more
widely
available
in
the
longer
term.

Privacy
EducaQon
Race

Programmes
of
‘privacy
educa0on’
emerge
to
combat
mass-‐desensi0sa0on
to

the
sharing
of
private
data.
However
this
will
not
prevent
‘privacy
coronaries’

–
the
result
of
returning
to
bad
habits
a^er
privacy
viola0ons.

Managing
Data
Risk

In
an
increasingly
connected
world,
risks
also
rise.
Protec0on
against
hacking,

cyber-‐aKacks,
fraud,
counterfei0ng
all
drive
greater
security,
data
management

and
regula0on
-‐
but
this
is
balanced
by
the
pull
of
convenience
and
data
sharing.

Data
ProtecQon

Protec0on
against
hackers
remains
weak
with
security
so^ware
con0nuously

behind
the
curve.
Wider
concerns
have
been
raised
by
mass
surveillance
and
a

growing
number
of
countries
now
see
cyber
space
as
a
new
stage
for
baKle.

Rising
Cyber
Security

Greater
interconnec0vity
and
the
Internet
of
Things
creates
new

vulnerabili0es
for
governments
and
corpora0ons
-‐
as
the
unscrupulous
and

the
criminal
increasingly
seek
to
exploit
weakness
and
destroy
systems.

Broader
Cyber
Terrorism

Cyber
aKacks
move
from
the
virtual
world
to
the
physical
-‐
aKacking
planes,

u0li0es
and
industrial
systems.
Some
see
a
corresponding
slow
down
in

the
adop0on
of
sensors
and
wider
use
of
private
encryp0on
technologies.

Data
Criminality

Data
becomes
the
currency
of
criminal
opportunity
-‐
which
supports,
feeds
and

innovates
opera0ons
such
as
human
traﬃcking,
fraud,
counterfeit,
drugs,

pros0tu0on,
and
paedophilia
–
thus
blurring
the
vision
of
an
open
data
utopia.

Privacy
Agents

The
diﬃcul0es
in
extrac0ng
value
from
our
data
while
protec0ng
our
privacy

sees
the
emergence
of
new
professions.
Look
out
for
‘privacy
agents’
and

‘data
brokers’
ac0ng
as
intermediaries
and
managing
the
ﬂow
of
our
data.

Security
vs.
Convenience

The
balance
between
convenience
and
security
with
border
controls
coming

under
increasing
strain
as
they
deal
with
huge
volumes
of
people
travelling

interna0onally
at
a
0me
when
fears
around
global
security
are
high.

Privacy
Crimes:
Data
Hostages

Criminals
have
always
invaded
privacy,
but
new
threats
emerge
as
our
digital

selves
increasingly
become
poten0ally
valuable
hostages.
Stronger
privacy

rights
will
need
to
be
backed
by
knowledge
of
where
we
are
most
vulnerable.

Data
Risk
Management

As
privacy
and
data
are
subsumed
within
wider
risk
frameworks,

greater
self-‐regula0on
and
more
in-‐house
data
risk
management
will

lead
to
deeper
integra0on
of
engineering,
privacy
and
policy.

The
Rise
of
Machines

The
growth
in
the
intelligence
and
capabili0es
of
machines
presents
both
a

threat
and
an
opportunity:
Greater
AI
and
automa0on
free
up
0me,
but
also

threaten
jobs
-‐
both
low
skilled
and
managerial
/
administra0ve
roles.

To
Have
and
To
Hold

Porous
access
controls
and
the
risk
of
future
liabili0es
highlight
to

many
that
there
is
beneﬁt
in
destroying
data
that
is
not
needed

–
especially
HR,
customer
and
pricing
informa0on.

Under
the
Skin

As
wearables
and
implants
become
commonplace
and
workforces
are

freelance
and
porlolio-‐based,
the
ability
of
organisa0ons
to
own
or
control

corporate
informa0on
held
on
personal
devices
is
signiﬁcantly
diminished.

Technology
to
the
Rescue

The
machines
will
help
us
manage
our
privacy:
Technology
will

enable
people
to
protect
themselves
and
killer
apps
will
let
people

collect
and
share
their
data
for
the
‘public
good’.

New
Models
and
Behaviours

New
Models
and
Behaviours

From
the
shi^s
seen
to
be
taking
place,
there
are
a
number
of
new
models

and
behavious
emerging:
These
fall
into
the
three
interconnected
spheres

of
poten0al
change
in
social,
organisa0onal
and
legal
norms.

Social

Organisa0onal

Legal

New
Models
and
Behaviours
-‐
Social
ImplicaQons

New
Models
and
Behaviours
–
Social
ImplicaQons

With
more
open
data
generated
by
governments,
individuals
and

organisa0ons,
many
focus
resources
on
combining
and
mining
disparate
data

sets
to
highlight
and
act
on
opportuni0es
for
posi0ve
social
change.

Paying
for
Privacy

We
do
not
currently
understand
the
value
of
our
data
or
how
it
is

being
used
and
so
are
giving
it
away.
In
the
future
we
might
be
willing

to
pay
more
for
our
privacy
than
the
data
we
share.

Sharing
Secrets

In
exchange
for
beKer
service
or
an
improved
quality
of
life,

we
increasingly
recognise
exactly
what
personal
informa0on

we
are
prepared
to
share
and
who
to
share
it
with.

Securing
Sustainable
Society

The
beneﬁts
of
making
data
open,
especially
for
solving
some
of
society’s

greatest
problems,
will
drive
governments
to
insist
that
certain
private
data

sets
are
made
public,
democra0sing
data-‐use
and
driving
social
innova0on.

Public
Data

Economically
connected
data
can
play
a
signiﬁcant
role
that
will
beneﬁt
not

only
private
commerce
but
also
na0onal
economies
and
their
ci0zens.
Analysis

can
provide
the
public
sector
with
a
new
world
of
performance
poten0al.

The
Third
Space
for
Data

By
2025,
a
new
place
for
data
emerges
-‐
between
public
and
private.
This
is

driven
by
"data
philanthropy"
and
the
dona0on
of
data
for
social
purposes

such
as
healthcare
and
improving
our
ability
to
respond
to
disasters.

Data
and
Democracy

Many
ques0on
whether
privacy
will
enable
the
democra0c
process:
Is
there

privacy
without
democracy?
Ci0zen
data
is
increasingly
publicly
used
and

shared
by
governments
as
an
instrument
of
social
change.

Living
in
Glass
Houses

If
we
get
it
right,
we
will
be
more
comfortable
to
metaphorically
‘live
in
a
glass

house’,
allowing
our
personal
informa0on
to
be
widely
accessible
in
return
for

the
understanding
that
this
enables
a
richer,
more
‘aKuned’
life
as
a
result.

The
Privacy
Illusion

There
is
a
rising
general
belief
in
the
right
to
data
privacy
and
the
right

to
data
security.
Both
are
illusions:
Security
is
impossible
without

increased
monitoring
-‐
and
so
true
privacy
is
also
impossible.

New
Models
and
Behaviours
–
OrganisaQonal
ImplicaQons

As
privacy
becomes
ever
more
present
in
the
corporate
risk
proﬁle,
trust

is
ever
more
easily
lost.
Being
proac0ve
in
dialogue
with
both
regulators

and
the
public
becomes
a
priority
for
many
leading
organisa0ons.

Data
Ethics
and
Trust

As
trust
increasingly
drives
success,
organisa0ons
will
seek
to
make
data
ethics

a
focus.
In
order
to
engage
and
gain
buy-‐in
from
governments
and
consumers

alike,
trust
in
data
usage
will
become
a
core
plalorm
for
diﬀeren0a0on.

Digital
Commons

The
‘digital
commons’
will
con0nue
to
grow,
empowering
more
and
more

ci0zens
and
consumers
to
take
maKers
into
their
own
hands,
such
as
deploying

end-‐to-‐end
encryp0on,
anonymizers
and
by
“watching
the
watchers”.

I,
Robot

We
will
see
urgent
debate
on
the
accountability
and
ethicacy
of
machines
and

systems
making
autonomous
decisions,
using
our
data.
Solu0ons
will
have

profound
implica0ons
for
the
development
of
data-‐driven
technologies.

Global
vs.
Local

Technology
is
by
its
very
nature
global
and
data
does
not
respect
na0onal

boundaries.
Can
na0on
states
con0nue
to
set
the
rules
or
will
tension
in
global

interoperability
drive
us
to
design
for
global
standards
but
with
localised
use?

Linkability
of
Open
Data

No
data
will
be
truly
anonymous:
Current
open
data
prac0ce
assumes
that

technology
will
be
not
be
able
to
relink
it
to
its
source.
This
is
not
the

case
and
so,
by
2025,
we
will
see
diﬀerent
levels
of
de-‐iden0ﬁca0on.

Data
Impurity

As
more
decisions
are
made
with
reference
to
Big
Data
analysis
-‐
the
ques0on

of
if
data
is
well
collected,
or
manipulated,
will
become
more
important.
‘Data

standards’
will
emerge
to
cope
with
growing
complexity
of
merging
data
sets.

New
Models
and
Behaviours
-‐
Legal
ImplicaQons

The
push
towards
global
standards,
protocols
and
greater
transparency

is
a
focus
for
many
na0ons,
but
others
choose
to
opt-‐out
of

interna0onal
agreements
and
go
their
own
way.

Corporate
Self-‐RegulaQon

Faced
with
greater
regula0on
of
data
use
and
more
pressure
from
the
boKom

up,
companies
are
increasingly
open
about
their
ac0vi0es
–
within
limits.

Greater
transparency
is
valued
but
seeing
the
real
truth
is
s0ll
a
challenge.

Stronger
RegulaQon

Regula0on
will
get
tougher:
Policy
makers
will
act
to
toughen

laws,
even
though
they
move
at
geological
speeds

compared
to
the
rate
of
technology
development.

Patchwork
LegislaQon

A
diversity
of
regula0on
and
standards
from
state
to
state
con0nues
to

restrict
policing
and
provide
opportuni0es
for
exploita0on.
But
cross-‐border

trust
and
coopera0on
will
s0ll
present
barriers
for
many
na0ons.

Privacy
Rights

We
see
more
robust
privacy
rights
beKer
suited
to
the
digital
age.
These
may

include
rights
to
anonymity
and
personal
data
ownership,
but
also
innova0ve

rights
to
‘digital
self-‐determina0on’
or
‘the
right
to
change
our
minds’.

Crypto-‐Anarchists

Considera0on
is
increasingly
given
to
empowering
totalitarianism
through

surveillance
to
help
deal
with
crypto-‐anarchists.
Totalitarian
surveillance
is

seen
as
par0cularly
necessary
as
emerging
economies
drive
rapid
change.

Agreement
on
Use
Not
CollecQon

The
best
approach
to
future
proof
access
to
big
data
is
to
ensure
there
is

agreement
around
its
use,
not
its
collec0on.
We
need
a
core
reference
dataset

to
iden0fy
the
data
that
is
most
eﬀec0ve
in
driving
social
and
economic
gain.

Global
Privacy
Treaty

As
diﬀerent
regions
all
seek
to
progress
data
regula0on
via
the
likes
of
APEC

and
the
EU,
the
emergence
of
a
global
privacy
framework
is
championed
by

those
looking
for
control
and
transparency:
A
Geneva
Conven0on
for
privacy?

Data
Islands

Some
economies
seek
to
maintain
closed
or
parallel
networks,
independent
of

global
systems.
Diﬀerent
approaches
from
the
standard
are
developed
for

major
popula0on
centres
and,
in
0me,
could
have
global
reach.

Some
QuesQons

From
these
discussions
on
and
around
the
future
of
privacy,
there
seems
to

be
a
number
of
key
ques0ons
to
be
addressed
by
governments,
companies

and
individuals
–
some
global
and
some
more
local
or
regional
in
focus.

1.  Will
we
ﬁnd
and
agree
common
approaches
for
data
collec0on
and
use
globally,
or
will

regional
and
na0onal
priori0es
be
the
norm
for
coopera0on
for
the
next
decade?

2.  As
the
public
recogni0on
of
the
ownership
and
value
of
data
increases,
will
we
share
more

or
less
about
ourselves
in
2025
?

3.  If
everything
is
truly
connected
and
machines
and
algorythms
make
more
decisions,
how

will
ethics
and
judgment
of
risk
be
applied
-‐
and
who
will
do
the
coding?

4.  Will
we
s0ll
be
talking
about
privacy
in
10
years
0me,
or
will
we
have
evolved
our

understanding
and
separated
out
how
we
see
security,
data
ownership
and
insight?

Future
Agenda

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