Data privacy has become a strategic issue. Companies increasingly rely on personal data to advance their business models. However, in doing so they must address ever-growing customer concerns, thus necessitating that they go beyond merely complying with regulations. Strategic privacy principles that reflect strategic privacy choices are the fundamental pillars for companies’ privacy strategies. Our data set covers strategic privacy principles from 171 Forbes Global 2000 companies that communicate them externally. Our preliminary results show that these companies take six different positions on data privacy. The positions are those of trust builders, data shepherds, data professionals, data caretakers, privacy minimalists and data justifiers. Executives can leverage our insights to actively influence the positioning of their company by defining or adapting its strategic privacy principles. Moreover, our clustering results provide a basis for further analysis of strategic privacy positions, the results of which may have implications for companies’ financial performance.