Cybersecurity companies often market their products using tactics that emphasize fear ('Hackers are coming for your data!'), blame ('It's your fault if something happens!') and complexity ('Only our advanced solution can protect you'). They perpetuate the idea that users are inherently not savvy enough to manage security independently and that the solution is to adopt the latest product or service.
Rather than feeling empowered, users feel helpless, convinced that cybersecurity is beyond their understanding. They may even develop techno-stress, overwhelmed by the need to keep up with constant updates, new tools and never-ending warnings about threats.
As users feel less secure, they are more likely to demand new technology to solve their problem, further fueling the very marketing tactics that created their insecurity in the first place.
Over time, this can breed apathy and resentment. Users might disengage, believing that no matter what they do, they'll always be at risk. Ironically, this mindset makes them more vulnerable as they begin to overlook simple, practical steps they could take to protect themselves.
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