Expect greater pushback from consumers when it comes to their privacy.

It’s becoming nearly impossible to remain unobserved and untracked by corporations and governments, thanks to an array of new technologies and a growing drive to collect personal data. This trend, which we term The End of Anonymity in our 10 Trends for 2014, will prompt greater pushback from consumers and a rising paranoia around technologies and services that affect privacy.

The headlines of 2013 have helped raise consumer consciousness about surveillance online and off, by government bodies and businesses. Nearly 9 in 10 of the 1,003 American and British adults we polled last month believe it’s getting much harder to be anonymous both online and in real life. And some two-thirds said they’re becoming anxious about technology now that it’s so easy to track people’s activities and behaviors. Fewer than half say they are willing to forego privacy in exchange for various benefits. These opinions are fairly consistent across generations—indeed, it’s a misperception that younger consumers care about privacy significantly less than their elders.

Per our survey, which we conducted using SONAR™, JWT’s proprietary online tool, 87 percent of U.S. and U.K. consumers worry that companies aren’t concerned enough about their privacy. So brands will have to show extreme sensitivity, a close reading of consumer attitudes, adherence to emerging best practices and a very finely calibrated use of the new consumer-tracking services available to them. For more about our 10 Trends for 2014, browse the Executive Summary on SlideShare or download the full report here.