Consumer perspectives surrounding data collection are shifting dramatically.
Over the past decade, the way in which companies collect and use personal data has changed significantly. While individuals may actively agree to share certain information, such as signing up for a supermarket loyalty card, other data may be inferred or collected without consumers’ knowledge or consent.
Recent global events, such as the pandemic, have prompted many people to interact, transact and spend more time online. Yet as consumers grew increasingly comfortable online, their awareness and concern about data collection also increased, exposing feelings of vulnerability and raising important questions of value and integrity. Many consumers (61%) feel uneasy about the extent to which their personal information is captured and used and have called for more control over their data.
This shift in perspective may affect businesses as they need to adapt their data collection and storage to maintain the loyalty and trust of their customers.
As a marketer, it’s impossible and unwise to ignore the increased noise surrounding security and privacy. The demise of the third-party cookie and recent legal developments in data privacy and consent are shifting the attitudes amongst businesses and consumers, with many demanding to take back control of their own data.