Marketing for cybersecurity tech is often fear-based. Here’s how that backfires

Over time, this can breed apathy and resentment. Users might disengage, believing that no matter what they do, they’ll always be at risk.

You have likely seen multiple ads for products and services designed to make you more secure online. When you turn on your television, see online ads, or even when you get in-app notifications, you are likely to encounter cybersecurity technology marketed as the ultimate solution and the last line of defense against digital threats.