Shawn Lim
Jun 10, 2022

Most Gen Z and millennials won't share personal data with brands

TOP OF THE CHARTS: 72% of respondents from a Dentsu study say that organisations will need to demonstrate higher standards of ethical behaviour as far as personal data is concerned.

Most Gen Z and millennials won't share personal data with brands

Source: The Dentsu Data Consciousness Project report findings conducted across 14 APAC countries with over 20,000 people between the ages of 16 and 64 aims to showcase how consumers feel and respond to brands accessing their data as the ability to collect and activate data remains a key competitive lever for brands.



More from this source:

  • 66% of respondents from the survey expect to be able to decline to share any personal data without compromising on the level of service received as brands will face increasing challenges in incentivising consumers to part with their personal data.
  • 64% of the respondents are happy to share their health data for medical research and 58% are willing to have their carbon footprint tracked to help the fight against climate change.
  • 72% feel that organisations will need to demonstrate higher standards of ethical behaviour as far as personal data is concerned. 74% believe that the government needs to play a bigger role in regulating the use of personal data by companies.
This article is filed under...
Top of the Charts: Key data at a glance

 

Related Articles

Just Published

23 hours ago

Tech Bites: Week of August 15, 2022

News from Coca-Cola, Nielsen, Hivestack and more.

23 hours ago

Serena Williams: Inspiring brand lessons from the GOAT

Williams is as much a master on court as she is off-court when signing major brand deals and honing her personal brand. Brand experts pick out lessons to pick up from the tennis legend.

1 day ago

Dentsu scores high with a third of the wins in June

Global new-biz round-up: However, the largest account was picked up by WPP’s Mindshare.

1 day ago

M&C Saatchi and the brutal complexity of (being) bought

Why the hold-up in the takeover process and where are things now? Campaign explains.