{"id":213235,"date":"2026-02-13T18:25:00","date_gmt":"2026-02-13T23:25:00","guid":{"rendered":"https:\/\/news-you-need.com\/index.php\/2026\/02\/13\/companies-that-treat-privacy-as-stewardship-gain-a-competitive-edge\/"},"modified":"2026-02-13T18:30:09","modified_gmt":"2026-02-13T23:30:09","slug":"companies-that-treat-privacy-as-stewardship-gain-a-competitive-edge","status":"publish","type":"post","link":"https:\/\/news-you-need.com\/index.php\/2026\/02\/13\/companies-that-treat-privacy-as-stewardship-gain-a-competitive-edge\/","title":{"rendered":"Companies that treat privacy as stewardship gain a competitive edge"},"content":{"rendered":"

Companies that treat privacy as stewardship gain a competitive edge<\/a><\/p>\n

https:\/\/nebraska.tv\/news\/local\/study-companies-that-treat-privacy-as-stewardship-gain-a-competitive-edge<\/a><\/p>\n

Publish Date: 2026-02-13 18:25:00<\/a><\/p>\n

Source Domain: nebraska.tv<\/a><\/p>\n

LINCOLN, Neb \u2014 <\/span>Companies that treat customer privacy as a business strategy instead of a regulatory hurdle can gain a measurable competitive advantage, according to new research led by University of Nebraska\u2013Lincoln marketing professor Natalie Chisam.<\/p>\n

The research, published in the Journal of Marketing, found that companies that handle customer data with transparency, care and clear communication can boost customer patronage and improve financial returns through what researchers call \u201cprivacy stewardship.\u201d The work draws on large-scale studies and experiments. Co-authors include Jordan W. Moffett of the University of Kentucky, Kelly D. Martin of Colorado State University and Robert W. Palmatier of the University of Washington. The research also will be featured in the May issue of Harvard Business Review.<\/p>\n

\u201cPrivacy doesn\u2019t have to be a constraint; it can be a catalyst,\u201d Chisam said. \u201cWhen companies treat privacy as more than a compliance checkbox, framing it as a meaningful commitment to data protection and customer care, they can unlock measurable business results.\u201d<\/p>\n

The findings suggest that prioritizing privacy can benefit both customers and a company\u2019s financial performance, particularly by building trust.<\/p>\n

\u201cTrust is a scarce resource,\u201d Chisam said. \u201cBrands that signal they care about privacy can differentiate themselves in a crowded marketplace.\u201d<\/p>\n

The research found that customers reward brands that manage data privacy responsibly, but it also noted that many companies struggle to implement privacy stewardship in ways that connect with customers.<\/p>\n

\u201cOrganizations either under-invest or pursue initiatives that fail to resonate with customers,\u201d Chisam said. \u201cThe key is to match privacy efforts to what customers expect and the level of risk they perceive.\u201d<\/p>\n

Chisam said privacy stewardship may be less effective for companies that rely heavily on monetizing personal data, such as social media platforms, because customers may question…<\/p>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Companies that treat privacy as stewardship gain a competitive edge https:\/\/nebraska.tv\/news\/local\/study-companies-that-treat-privacy-as-stewardship-gain-a-competitive-edge Publish Date: 2026-02-13 18:25:00…<\/p>\n","protected":false},"author":1,"featured_media":213236,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/nebraska.tv\/resources\/media2\/16x9\/1089\/1320\/1x0\/90\/a9d2b9da-212e-4e05-9fb0-84a6eacd2c9c-ResearcherNatalieChisam.jpg","fifu_image_alt":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-213235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-privacy"],"_links":{"self":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/213235"}],"collection":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/comments?post=213235"}],"version-history":[{"count":1,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/213235\/revisions"}],"predecessor-version":[{"id":213237,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/213235\/revisions\/213237"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/media\/213236"}],"wp:attachment":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/media?parent=213235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/categories?post=213235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/tags?post=213235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}