Staff Reporters
Jul 27, 2020

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

TOP OF THE CHARTS: Consumers trust no industries to properly handle their data, expect brands' use of data to be narrow and beneficial to them, and will punish brands that allow data breaches, according to new research from Dentsu Aegis Network.

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.

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