By failing to define what “engagement” means for their target audience and developing a win-win situation where organizational and user goals are both met, businesses perpetuate a downward spiral trying to amass clicks, likes, and newsletter signups.

Recently, trust—or the violation of trust—has been a big topic. From data breaches to the misleading use of customer data, consumers are starting to take notice. When does that awareness start to impact your business? When your customers’ behaviors change as a result of their lack of trust.

Many organizations don’t understand that digital security is a human problem. That means we can’t solve it by building bigger and bigger barricades. We have to understand humans: their behaviors, goals, and motivations.