JWTIntelligence – Going Private in Public

To kick off Social Media Week in New York, JWTIntelligence’s Ann Mack, Director of Trendspotting at JWT, outlined a trend that they call Going Private in Public. This evolution of our relationship with social media will shape consumer behavior in 2013 and beyond.

Mack noted that in an era in which living publicly is has become the default, people are finding creative ways to carve out private spaces in their lives. Rather than rejecting social media and sharing tools, people are still reaping the benefits of maintaining a vibrant digital identity while gradually defining a new notion of privacy for the 21st century.

At the heart of this trend is the fact that consumers are quickly coming to realize that ultimate control of their online privacy is out of their hands. With a few lines of code, Web titans can destroy carefully walled gardens. And it’s not just the Web powers-that-be that can toy with an individual’s public persona–it’s also tag-happy, share-happy friends who don’t realize that just because something is public information or done in public doesn’t mean that people want it publicized.

To read more about JWT’s “Going Private in Public,” visit

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