Rising Interest Equals Rising Opportunity
We are all aware that there has never before been as much interest in the topic of proper, compliant information destruction as there is today.
The reason for this is obvious: Media reports on irresponsible disposal practices and their consequences are at an all time high. Then there are the fines themselves—$200,000, $315,000, $600,000, $1 million—enough to get anyone’s attention.
All of this is leading to changes in the marketplace that are providing opportunities and challenges. First, on the consumer front, customers are becoming more sophisticated. Not only are we getting many more calls asking us to write and speak, but consumer inquires for information about how to select a reputable service provider are through the roof. Just as important, the questions are demonstrating a better knowledge of the subtleties of our industry.
Second, as information disposal becomes the "data protection issue of the day," companies providing secure destruction come into the same limelight. The good news is that secure destruction services can capitalize on this trend by offering to provide presentations and articles in their markets. Also, press releases on the issue of secure destruction are more likely to get attention than they might have a year ago.
However, it also means that the media’s thirst for sensational reports on improper data disposal could lead to secure destruction services being the target of rather unforgiving investigative reports.
Overall, there is no downside to the increasing attention on the issue of data destruction.
As an information destruction provider, it is your company’s opportunity to shine. I suggest you make the most of it.
Bob Johnson is the executive director of the National Association for Information Destruction. He can be reached at exedir@naidonline.org.