For the past year, a global network of Chicken Littles has warned that the sky will fall on May 25, 2018, when the EU’s General Data Protection Regulation (GDPR) takes effect.

We think they need to look at the big picture. The sky isn’t falling. Far from it, in fact. May 25 presents a new day and a new era for U.S. business. Instead of worrying about whether you have to comply, focus instead on the many benefits of complying with gusto.

Because even if this new regulation doesn’t force you to change the way you treat personal data, consumers and strategically minded competitors will. Once they have the ability to choose between a company that’s committed to protecting their data and one that’s doing as little as possible to squeak by, the businesses that treat GDPR compliance as a competitive advantage will come out on top.