Study reveals digital vulnerability and triggers an alert for brand protection

Recent research points to a dangerous disconnect between the digital self-confidence of users and their real susceptibility to scams, a scenario that directly threatens the reputation and revenue of companies.

Proof of this is the Kaspersky study, which reveals that 60% of Millennials have already been victims of fraud, while data from Febraban show an overall increase in scam attempts in Brazil.

This consumer vulnerability is exploited by offenders and scammers who hijack the identity of trusted brands to lend credibility to their actions.

Branddi analyzed this scenario and invites you to understand a little more about the risk it offers. Shall we go?

The paradox of trust: a digital ecosystem at risk

In-depth analysis of the data reveals an alarming paradox. Kaspersky's research, entitled “Reality Check”, shows that although 71% of Millennials consider themselves the “IT gurus” in their social circles, this self-perception of knowledge does not translate into security practices.

On the contrary, overtrust, combined with a reliance on digital validation, creates the perfect storm.

The tendency to share important life events on social networks before even telling them to loved ones exposes vulnerabilities that are cleverly exploited by fraudsters to create highly personalized and effective social engineering scams.

In Brazil, the scenario is equally serious. The Radar Febraban survey shows that coup attempts jumped from 33% to 38% in just six months, between September 2024 and March 2025.

The study also demystifies the idea that only one group is vulnerable, showing that men (44%) and people aged 60 and over (42%) are frequent targets, proving that the threat is universal.

That's because fraudsters' methods have evolved, abandoning generic approaches for sophisticated tactics that exploit the trust that consumers place in established brands.

The impact for brands: a threat from multiple fronts

When a scammer uses the name of a company to carry out a scam, the brand ceases to be a mere background and becomes a secondary victim with primary losses. In other words, the damage unfolds in several critical areas for the business, transforming consumer fragility into a latent corporate crisis.

In addition, the exploration of brand identity It erodes customer trust, causing financial losses and burdening service teams with complaints from people who were deceived on behalf of the company.

Additionally, this disinformation environment becomes fertile ground for unfair competition.

Practices such as”Brand Bidding“, where a competitor bids on keywords with your brand's name in sponsored link campaigns, become more common. The result is artificial inflation in marketing costs and the diversion of highly qualified customers, who were actively searching for the legitimate company.

The strategic response: from reactive to predictive

In a digital ecosystem where a brand's identity can be hijacked and replicated in minutes, waiting for problems to happen and then taking action is not a strategy, but a surrender.

And that's why modern brand protection requires a proactive, constant, and intelligent stance. It is precisely on this front line that Branddi acts, combating threats before they turn into large scale losses.

To this end, our surveillance covers the full spectrum of threats, from the registration of fraudulent domains that mimic your brand to the analysis of millions of announcements in real time, including the identification of fake profiles on social networks and the removal of pirated products in global marketplaces.

The objective is clear and measurable: to protect your revenue, reduce operating and marketing costs and, above all, to protect the security and trust that your customers place in you.

Don't allow your company's most valuable asset to become a tool in the hands of offenders and exploiters. Keep following and discover how the Branddi armor marketing can fully and intelligently protect your brand.