THINKING

Disquiet and desire; the paradox of data.

Making honesty a policy

Our Post-digital Customers Report found 75% of customers have concerns about data sharing online. As long as customers are uncertain about exactly what data they’re sharing and how it’s being used, their disquiet with data sharing will remain. Honest disclosure about a brand’s definition and use of data is likely to be a future hygiene factor. However, brands don’t need to wait until then to make simple changes. Brands that are upping the stakes are gaining an honesty halo that resonates throughout their brand.