As World Consumer Rights Day approaches, a new report reveals that consumer trust hinges on data protection, potentially reshaping the future of South African retail. Will brands rise to the challenge? Read on for insights from cybersecurity expert Anna Collard.
Image: File
As the world gears up to celebrate World Consumer Rights Day on 15 March, South African retailers are facing an intricate dilemma.
Despite their mastery in creating a frictionless "customer journey," there lies a substantial and unsettling gap at the core of their operations: consumer trust.
New research highlights that a staggering 92% of South Africans deem data protection as the paramount facet in determining their allegiance to a brand.
This figure notably surpasses the global benchmark of 83%.
Analysts warn that by 2026, a solitary data breach will face businesses with a catastrophic fallout, not merely an IT issue, but a complete failure in customer experience that no amount of marketing can remedy.
Anna Collard, a prominent voice in cybersecurity and content strategy, stressed the pressing need for retailers to evolve their approaches, particularly in securing the personal information of their customers.
“When a customer shares their data, they engage in an act of trust. If that trust is broken, no advertising or enhanced service can restore it,” Collard said.
The theme for this year’s Consumer Rights Day, “Safe Products, Confident Consumers,” signals a transformative understanding of what it means for products to be “safe.”
In modern commerce, the safety of a product extends beyond its physical attributes; it encompasses the privacy and security of consumer data.
Recent statistics illustrate the troubling reality: South Africa averaged 284 data breaches monthly in late 2025, an alarming 40% increase from the previous year, as reported by the Information Regulator.
Each breach doesn’t just manifest as an administrative error; for many consumers, it translates into a betrayal of trust.
Anna Collard, a prominent voice in cybersecurity and content strategy.
Image: Supplied.
The traditional view of cybersecurity, often limited to compliance checklists and annual training sessions, must evolve.
Today, every employee who interacts with customer data represents a vital touchpoint in the overarching customer experience, where security measures should be interwoven with every facet of business operations.
According to a recent PwC survey, 92% of South Africans believe that companies must safeguard personal data to accumulate their trust.
This stark reality emphasised that genuine security transcends mere adherence to regulations; it requires fostering a culture of safety that embraces both the aesthetic appeal of a business and its operational integrity.
In South Africa, many data breaches do not arise from sophisticated hacking methods, but result from mundane human errors such as clicking on deceptive links or mishandling passwords.
Collard advocated for a paradigm shift: “We must move away from the narrative of ‘human error’ and instead focus on human empowerment.”
Through a proactive Human Risk Management strategy, businesses can effectively mitigate these ‘oops’ moments that lead to identity theft, a critical concern for South African consumers seeking a seamless digital experience alongside critical security.
As we advance towards 2026, respecting consumer rights demands that companies recognise their employees as essential components of their cybersecurity infrastructure.
By investing in Human Risk Management and instilling a culture of vigilance and trust, businesses can bolster their reputations and safeguard the identities of those they serve.
The retail giants of tomorrow won’t merely be those with superior interfaces.
They will be the brands that have truly earned the confidence of their customers through unwavering security measures and transparency.
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