The impact of GDPR on brands responsibility. Between a "new normal" customer-centricity and the risk of reputational damage

Even though privacy and security of customers’ private data have always been major priorities for the firms, the European Union’s General Data Protection Regulation came up with new and significant challenges. In this light, by analysing the key features, a stronger brand responsibility and above all a “response-ability” are suggested in ensuring that customers’ data are treated with the respect and trust they deserve, with evident effects on customer care and brand reputation.