Diego Figueroa LAPIZ
LAPIZ Senior VP and Strategy Director Diego Figueroa feels the key word that will guide the communications industry from now on is transparency, after the Facebook data- manipulation scandal involving Cambridge Analytica that has shaken the ecosystem. “We must try to establish relations between brands and consumers that are as transparent as possible” he says. He warns that consumer trust is increasingly fragile and harder to earn: “If we fail a consumer today, we might not have the chance to win back his trust tomorrow.”Figueroa says the media’s first action after the scandal broke was to talk about the need to be out in the open about everything and about how to establish privacy parameters. “Consumers want the media to be more approachable” Figueroa says. “It’s regrettable that doing the right thing always means ‘doing something more expensive,’ so companies do what’s convenient for them until they get found out. We must be aware that consumers have increasingly more options, while at the same time it’s much easier to find new products and services whose brands do things the right way.”
