Brands aren't close to gaining consumer trust on data: Research

Consumers care very much about how brands use their data and continue to expect both care and reciprocity when it comes to that usage, according to a new report from Dentsu Aegis Network.

The Digital Society Index (DSI) 2020 survey gathered insights from 32,000 respondents in 22 markets.

The company also singled out responses from Gen-Z consumers (18- to 24-year-olds) for particular attention and found that:

• A fifth have deactivated their social media accounts in the past year
• Two-thirds (62%) still believe tech will help solve society’s biggest challenges
• 72% believe brands will need to demonstrate how their use of tech benefits society
• Almost half (43%) have taken steps to reduce the amount of data they’re sharing online, such as clearing their search history or opting out of geo-location services.
• More than half (58%) don’t trust tech companies because of concerns over how they use their data
• Four out of 10 (37%) believe social media is having a negative impact on political discourse in their country. This view is strongest in Hungary (56%), followed by Australia (50%) and the USA (48%).
• Nearly half of Gen Z believe their personal use of tech has a negative impact on their health and wellbeing. This is particularly acute in Spain (59%), Australia (55%) and France (53%).
• Despite all of the above, two-thirds (62%) are optimistic that digital technologies will help solve the world's most pressing challenges. This sentiment is felt most in Hong Kong (78%) followed by Poland, Finland and Mexico (75%).

Masaya Nakamura, CEO Solutions at Dentsu Aegis Network: 

Brands need to reassess how they build relationships with this cohort in a way that places a premium on transparency, empowerment and a clear value exchange when using consumer data. They also need to ensure they are using technology in a way that delivers wider societal benefit as expectations on brands increase to create helpful experiences and solutions. Gen Z’ers are tech champions—but you’ve got to earn their trust first.