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Members: Car Brands Ranked By Privacy Standards
Temporarily unlocked. In a world increasingly driven by data, connectivity, and seamless integration of technologies, it’s no surprise that our vehicles are evolving to become the most intimate products we own. These are not just modes of transportation; they’re an extension of our digital lives, seamlessly integrated with our personal and professional activities.
In the annals of ancient mythology, the Greeks infiltrated the walls of Troy not through force, but with guile and deception in the form of a wooden horse on wheels. This iconic Trojan horse has since become a symbol of subterfuge, a strategy of infiltration under the guise of a gift. Fast forward to our digital age, and we see vehicles evolving into not just machines of transportation but highly complex mobile computing platforms. Beneath the sheen of these sophisticated interfaces lie intricate webs of power, influence, and control that have not just consumers but automakers themselves navigating a modern-day Trojan scenario.
But is this infiltration a benign integration or a strategic takeover? Drawing parallels between ancient myths and modern mobility, this essay delves into the role of Blackberry, the intricacies of automotive software, and the potential implications of having consumer-electronics giants at the wheel of our automotive future.
When researching this technological revolution, BlackBerry, once primarily known for its secure email services and qwerty smartphones, emerged as a frontrunner in facilitating the infrastructure that makes our cars smarter. According to data from BlackBerry, their QNX system, a high-performance real-time operating system (RTOS), offers automakers a top-tier level of functional safety for automotive applications. It taught me a lot about the complexity of everything from in-car entertainment systems to how we control our vehicle’s traction settings.
Recent advancements in car connectivity, such as Apple CarPlay and Android Auto, have changed the in-car experience. These systems allow drivers to project their smartphone interfaces onto the vehicle’s infotainment screen, offering navigation, media playback, and various other apps in a familiar format. But there’s more to these systems than meets the eye. But despite the rising prominence of consumer electronics giants like Apple and Google in the automotive space, it’s essential to understand that the bulk of a car’s software isn’t controlled by these companies. Advanced systems like ADAS, autonomous driving functions, and various other modules have their distinct software, adding layers of complexity and function to the vehicle’s operating ecosystem.
As vehicles become smarter and more integrated with our daily tech, there’s a sophisticated interplay between different software ecosystems. One of them is now under increasing scrutiny. Mozilla, once known for its eponymous internet browser, is making news for another reason.
The advent of the internet and the subsequent boom of social media platforms led to an entirely new age of advertising. Through targeted ads, companies could tap into a gold mine of personal information, allowing for unprecedented precision in reaching potential customers. However, with the introduction of the General Data Protection Regulation (GDPR) in Europe, this seemingly boundless frontier faced new limitations. The retail industry, heavily dependent on the granular data offered by giants like Facebook, Google, and Snapchat, felt an immediate impact. Yet, surprisingly, while these tech behemoths were forced to change their strategies, car manufacturers emerged as the most flagrant violators of privacy norms.
Let’s take this from the beginning of the privacy movement.
GDPR and Early Implications
The primary objective of GDPR was to give European citizens more control over their personal data. Companies would now need explicit consent from users before harvesting their data. This posed a direct challenge to the advertising models of Facebook, Google, and Snapchat, which were hinged on the ability to collect vast amounts of personal data to deliver tailored ads. In a 2018 2PM report on the ramifications, I explained:
All roads lead to increased ad spend for retailers with Amazon at the behest of Google and Facebook. Amazon has a distinct advantage in so much that the entire commerce workflow can happen within their walls. We anticipate greater efficacy through Amazon’s channels. Especially considering that the United States will pass its own version of Europe’s GDPR Act within the next five years.
It’s been five years and I was wrong. America has yet to enact a federal law that directly parallels Europe’s. But state by state, stringent acts have been passed. And corporations like Apple have taken it upon themselves to enact privacy practices; 2PM has covered Apple’s post iOS 14.5 era extensively (parts (I-III linked here). Prior to this iOS change, retailers, who once enjoyed a rich influx of consumer data, enabled them to pinpoint advertising efforts efficiently. Since then, digital marketing has been a body of murky water. With platforms like Facebook having to limit data collection practices in compliance with Europe’s GDPR and Apple’s institution, the detail and depth of consumer insights available to retailers were diluted. The fine-grain targeting, which allowed companies to deliver ads to highly specific demographic segments, was curtailed, leading to what many in the industry perceived as a decline in advertising efficacy. A product’s ad that would have once seamlessly appeared in the feed of a consumer whose online behavior indicated interest in such products was now less likely to find its mark. The degradation of advertising accuracy was an unintended second-order effect of GDPR, but it was palpable.
Today, retail media has taken the place of the momentum builder that was Facebook and Google advertising. But there was a privacy oversight that I did not foresee.
The Automotive Industry: A Privacy Conundrum
While social media platforms and retailers were grappling with these new regulations, another industry was silently and rapidly morphing into a behemoth of data collection: the automotive industry. According to an investigation by Mozilla and follow-up reports by the Washington Post and Quartz, car manufacturers were collecting more data than ever before. These reports painted a grim picture, where the modern car was likened to a “computer on wheels,” gobbling vast amounts of data about its drivers and potentially all of its occupants.
Cars, with their sophisticated infotainment systems, sensors, and connectivity features, were capturing data ranging from driving patterns and destinations to personal conversations and even, alarmingly, indications of a driver’s sex life. Mozilla’s research found that every one of the 25 car brands they examined was collecting more data than deemed necessary. To add to the consumer’s woes, most car manufacturers were sharing, and in many cases selling, this data to third parties. Such extensive and intrusive data collection far outstripped even the most data-hungry social media platforms pre-GDPR. Here is the report card:
But why were car manufacturers not facing the same scrutiny and backlash as social media platforms? Part of the answer lies in the murkiness and complexity of data collection practices in the automotive industry. Unlike the relatively transparent (though still complex) practices of traditional consumer tech companies, car manufacturers have a more convoluted ecosystem of privacy policies that are challenging to decode. The operating systems are incredibly complex – with controls over a wider range of functions: technical, chemical, and mechanical. Furthermore, consumers often don’t view their vehicles as potential threats to their privacy, unlike their smartphones or computers. Automobiles are the ultimate trojan horse.
The introduction of GDPR, CCPA, and Apple’s privacy innovations have undoubtedly reshaped the digital landscape, particularly in the realms of advertising and data collection. While it forced a pivot for social media giants and retailers, leading to a decline in advertising precision, it also brought to light industries that were previously flying under the radar. The automotive industry, with its current trajectory, stands as a stark reminder that the fight for data privacy is far from over. As technological advancements continue to blur the lines between different sectors, it becomes paramount for regulatory bodies to stay vigilant, ensuring that all industries, irrespective of their nature, respect the privacy rights of consumers.
Por Web Smith | Editado por Hilary Milnes com arte de Alex Remy e Christina Williams
Brands: The Next Concern (Microplastics)
An entire segment of the retail industry is on a ticking clock. In the near future, due to changing public sentiment and increasing challenges, athleisure companies that fail to adapt will be at a disadvantage. Home Textiles Today explains:
A quantitative online survey of 527 U.S. adults found that 49% are familiar with the term “microplastics,” and those adults are most likely to identify plastic bags (76%) and microbeads (61%) from health and beauty products as contributors. Just over half (52%) were aware that clothing made from synthetic materials, like polyester, impacts the problem of microplastic pollution. (Read More)
By 2028, retail brands heavily reliant on microplastics will face pushback and declining approval. The apparel industry is notorious for its use of plastic-derived fibers from petroleum. Approximately 70% of materials found in most garments – including yoga pants, jackets and others – contain nylon, polyester, and similar non-biodegradable textiles. Currently, the US Environmental Protection Agency states that only about 15% of these textiles are recycled.
With growing environmental awareness and legislative pressures, brands will likely encounter challenges in maintaining their business models based on cheap, non-biodegradable materials. As highlighted by George Harding-Rolls from the Changing Markets Foundation, ultra-fast fashion brands, which heavily rely on synthetic fibers, will bear the brunt of this shift, potentially rendering their business models obsolete if legislation were to be passed limiting this type of material use. An interesting article from the Journal of Hazardous Materials (February 2021) states:
Subsequently, we estimated that globally on average, humans may ingest 0.1–5 g of microplastics weekly through various exposure pathways.
Companies like Reformation are already paving the way by setting bold targets to minimize synthetic use. Partnering with startups like Kintra Fibers, they’re exploring alternatives such as biodegradable polyester derived from corn. However, scaling up these innovations to match the current demand for synthetics will be a significant challenge.
When Lululemon made a minority investment in Australian startup Samsara Eco in mid-May, the move was a significant nod to the industry’s changing approach to sustainable apparel. The multi-year commitment marked Lululemon’s first step into the recycling domain, showcasing a shift towards using enzymes to recycle old textiles into new ones. Through this enzymatic process, Lululemon aims to transform used nylon and polyester from damaged or discarded clothes into materials for new collections.
I believe that this is a band-aid on a much more significant wound. Traditional recycling methods for fashion brands include mechanical recycling and chemical approaches. However, these methods have their drawbacks, from relying on virgin plastics to maintain quality to the high energy requirements for breaking down polymers. In contrast, the enzymatic approach, as adopted by Samsara Eco, efficiently breaks down plastics in a carbon-neutral, low-heat environment. This innovative method could potentially reduce the need for new plastic production, given its ability to recycle existing plastic effectively.
The significance of this approach is evident as the fashion industry grapples with its dependence on microplastics. According to a recent article by Vogue, about two-thirds of our garments are made from synthetics such as polyester, nylon, acrylic, and elastane. These materials, derived from fossil fuels, not only release microplastics into the environment but also take centuries to degrade.
This is where the rise of organic-based textiles with technologically advanced properties will dominate, setting a new trend for the future.
The industry’s transition from virgin polyester to recycled polyester is a step in the right direction, with major brands pledging to adopt recycled polyester by 2025. However, sourcing this polyester primarily from plastic bottles shifts the recycling process from a closed-loop system to a linear one, essentially directing these materials to landfills after their use in fashion. The fashion industry, particularly the athleisure sector, is at a crossroads. As consumers become increasingly aware of the environmental implications of their clothing choices, they are demanding more sustainable and environmentally-friendly options.
The use of synthetic fibers are continuing to rise. But by 2028, the industry’s heavy dependence on synthetic textiles, laden with microplastics, will have to be substantially reduced if not eliminated to ensure survival in its current form. This is where the rise of organic-based textiles with technologically advanced properties will dominate, setting a new trend for the future.
The Microplastic Dilemma
As outlined in the LA Times, the term “microfiber”, once synonymous with versatile cleaning products, has become an environmental nightmare. When these microfibers, predominantly composed of synthetic materials like polyester and acrylic, are shed during laundering, they find their way into our oceans, rivers, and lakes. The omnipresence of microplastics, which have even been detected in our food chain and water supplies, raises alarming health concerns. Chronic inflammation, cancer, and infertility are just some of the potential risks as these minuscule particles invade human systems.
The enormity of the problem is further compounded when considering that once microfibers enter the environment, they are virtually irretrievable.
Emergence of a Solution: Enzymatic Technology
As the problem with microplastics gained momentum, leading fashion brands and startups began exploring innovative solutions to address this crisis. The partnership between Lululemon and Samsara Eco marks a pivotal moment in this journey. Here, the combination of organic textiles and technology promises a transformative solution.
Lululemon’s commitment to using Samsara Eco’s enzyme-driven technology not only embodies a shift towards circular fashion but also emphasizes the growing need for sustainable solutions within the industry. This technology can efficiently break down used nylon and polyester blends into a form that’s compatible with new fashion collections. With an astounding 70% of the materials in apparel containing synthetic, petroleum-derived fibers, such initiatives are not just commendable but imperative.
Why Enzymatic Solutions? Traditional methods like mechanical recycling have limitations in terms of longevity and efficiency. They also demand the addition of virgin plastics, further exacerbating the microplastic issue. Chemical approaches, on the other hand, are energy-intensive. Enzymatic solutions, however, emerge as game-changers. According to Paul Riley of Samsara Eco, this technology requires less heat and efficiently breaks down plastics, rendering them as good as virgin-quality materials. The subsequent reduced carbon footprint is an added advantage.
Such advancements don’t exist in isolation. The collaboration of global giants like Amazon, KraftHeinz, and Patagonia with research institutions is fast-tracking the development of these enzyme-based solutions. Notably, the discovery of the bacteria Ideonella sakaiensis 201-F6 by the Kyoto Institute of Technology is a testament to the significant strides being made.
The Road Ahead
Startups like Carbios and Protein Evolution, in conjunction with esteemed fashion brands, are set to redefine the future of fashion. By championing enzymatic recycling, they are proving that the fashion industry can indeed exist symbiotically with the environment.
However, as promising as the future looks, the transition won’t be instantaneous. It will require time, investment, and collaborative efforts from all stakeholders, including consumers. The proposed changes in washing machine design to incorporate filters for capturing microfibers, as indicated in the cited LA Times report, showcase the holistic approach needed.
As consumers champion a more eco-friendly, health-conscious, and sustainable approach to fashion, the industry’s pivot to organic-based textiles supplemented with cutting-edge technology will not just be a trend but a necessity. The ongoing collaborations, technological advancements, and investments underscore a hopeful and sustainable future for fashion. While enzymatic recycling offers promise in reducing textile waste, the broader fashion industry must confront its dependency on microplastics. With a sea change looming by 2028, the emphasis should be on innovation, sustainable alternatives, and addressing the root issue of overproduction.
Retail brands that fail to adapt may find themselves marginalized in a rapidly evolving market landscape.
By Web Smith | Editor: Hilary Milnes with art by Alex Remy and Christina Williams