Tomorrow’s leading brands are already thinking about how they can position themselves to win in a world where consumers are more concerned about data privacy and security than they are about gun violence, natural disasters, crime and drug use.
Wunderman Thompson conducted research to understand consumer’s concerns about data use and discovered initial linkages to brand reputation and the bottom line.
In this study, we were able to establish a connection between data ethics and brand perception, including correlations based on unexpected uses of data.
