The marketing of cybersecurity products often makes consumers less safe and sound

You’ve probably seen a lot of advertisements for products and services aimed at making you safer online. When you turn on your TV, watch ads online, or even when you receive in-app notifications, you’re likely to come across cybersecurity technology touted as the best solution and the last line of defense against digital threats.

Cybersecurity it’s big businessand technology companies often sell their products based on fear. These campaigns often rely on what I call the technology vs. user cycle, a feedback loop that creates more problems than it solves.

It works like this: Cybersecurity companies often promote their products using tactics that emphasize fear (“Hackers are coming for your data!”), blame (“It’s your fault if something happens!”), and complexity (“Only ours!” advanced solution can protect you”). They perpetuate the idea that users are inherently not clever enough to manage security themselves, and that the solution is to do so adopt the newest product or service.

as cybersecurity researcherI believe this approach is often unintentional, harmful effects on humans. Instead of feeling empowered, users feel helpless, convinced that cybersecurity is beyond their understanding. They may even develop tech stressoverwhelmed by the need to stay up to date with updates, novel tools and endless threat warnings.

Over time, this can create apathy and resentment. Users may disengage, believing that no matter what they do, they will always be at risk. Ironically, this attitude makes them more vulnerable because they begin to overlook elementary, practical steps they can take protect yourself.

This cycle is self-perpetuating. As users feel less secure, they are more likely to demand novel technology to solve their problem, further fueling the marketing tactics that made them insecure in the first place. Security vendors, in turn, are doubling down on promises of “fix-all” solutions, reinforcing the narrative that people won’t be able to manage security without their products.

Ironically, as people become addicted to security products, they may become less safe and sound. They begin to ignore basic practices, become unemotional to constant warnings, and blindly trust solutions they don’t understand.

As a result, users are stuck in a loop where they are dependent on technology but lack confidence in how to operate it securely, creating even more opportunities for people with malicious intent to exploit it.

The evolution of cybercrime

I have been involved in cybersecurity since the early 1990s and have witnessed the field evolve over the decades. I have seen adversaries adapt to novel defense mechanisms and take advantage of people’s growing dependence on the Internet. Two key developments in particular stand out as pivotal moments in the evolution of cybercrime.

The first change came with the realization that cybercrime can be extremely profitable. As society has moved away from paper checks and cash transactions to digital payments, criminals have discovered that electronic money is relatively straightforward to access and steal. This shift to digital finance has created opportunities for criminals increase the scale of their attacksbypassing physical barriers and focusing on the systems that underpin up-to-date payment methods.

The second change occurred over a decade ago, when criminals targeted individuals directly, not just companies or governments. While attacks on businesses, ransomware campaigns and breaches of critical infrastructure continue to make headlines, there has also been an emerging issue increase in attacks on everyday users. Cybercriminals have learned that people are often less prepared and more trusting than organizations, which is why they offer lucrative opportunities.

This combination of digital financial systems and direct user targeting has redefined cybersecurity. It’s no longer just about protecting businesses or critical infrastructure; it’s about ensuring that the average person is not left defenseless. However, the way cybersecurity technology is promoted and implemented often leaves users confused and feeling helpless.

User permission

The good news is that you have more power than you think. Cybersecurity doesn’t have to seem like an unsolvable puzzle or a task only for experts. Instead of letting fear make you feel technologically stressed or unemotional, you can take matters into your own hands by leaning on trusted sources like community organizations, local libraries, and tech-savvy friends.

These trusted voices can simplify jargon, provide elementary advice, and lend a hand you make informed decisions. Imagine a world where you don’t have to rely on anonymous companies, but instead turn to a network of people who really want to see you succeed.

I believe that cybersecurity providers should offer tools and education that are inclusive, accessible and focused on real user needs. At the same time, people should actively engage in community initiatives, adopt thoughtful security practices, and rely on trusted resources for guidance. People feel more confident and competent when they surround themselves with people who want to teach and support them. Users will then be able to implement technology thoughtfully, rather than rushing to purchase each novel product out of fear or complete withdrawal.

This community-based approach goes beyond individual patches. Creates culture shared responsibility and authority and helps create a more secure and resilient digital ecosystem.

Resources

Knowing where to find reliable information and support is imperative to taking control of your cybersecurity and starting to build self-confidence. The following list of resources includes trusted organizations, community programs, and educational tools that can lend a hand you better understand cybersecurity, protect yourself from threats, and even connect with local experts or colleagues for guidance.

Whether you want to secure your devices, learn how to spot fraud, or stay informed about the latest digital threats, these resources are a great place to start. Empowerment starts with taking the first step towards understanding the digital world.