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

 

Source:
Campaign Asia

Related Articles

Just Published

12 hours ago

How smarter mobile ads are beating big-budget ...

Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.

13 hours ago

EssenceMediacom retains top spot in April's APAC ...

OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.

13 hours ago

Why it’s time we took Singaporean content creators ...

Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.

13 hours ago

Changi Airport ropes in Aussie influencers to ...

A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.