WPP’s Wunderman Thompson Intelligence’s latest report explores how, in response to rising consumer discomfort with the way personal information is tracked and traded online, a new data ecosystem is emerging; including a new value exchange for consumers, a fresh set of rules for brands and a repositioning of the digital identity as equal to the physical body.
There’s a growing ethical problem plaguing consumers, lawmakers and brands; the same data powering the smart technologies credited with improving people’s lives is now the culprit in an avalanche of cybersecurity threats, privacy scandals and the controversial practices of Silicon Valley giants.
This is having an impact across everything from popular culture to politics, and even the fight against climate change. Wunderman Thompson Intelligence’s report shows that current data regulation may not be enough to satisfy consumers, and that a clear exchange, allowing people to control and value their data for services, could be emerging as a way forward.
Key findings of the report included:
· Gmail has 1.5 billion users, Facebook 2.5 billion, Twitter 330 million and Instagram over a billion active users
· 58 per cent of Americans are worried about the security of personal information, compared to 52 per cent who are concerned about current national political leadership, 51 per cent worried by gun violence, 47 per cent troubled by the current cost of living and 45 per cent by the quality of education
· 85 per cent agree that it’s difficult to know how to protect personal information and data
· Just 10 per cent are familiar with steps to stop personal information from being shared and sold, and only 15 per cent say they have a good understanding of how data is used
· 89 per cent think companies are deliberately vague about how the “data for benefit” exchange works and the same amount feel this is a bit sneaky
· The comedy camera FaceApp filter has been downloaded over 100 million times
· 84 per cent feel that over the past few years companies have gained more control over their personal information and data than they have themselves
· Only 38 per cent feel they have full control of their personal information and data
The rate at which different applications become popular and are downloaded by huge numbers of the global population means an incredible amount of data is collected every hour. This must be stored safely, closed to intruders and hackers, the intentions around its use must be made clear and it must be kept in considerate ways that are less likely to harm the environment. These problems are wide-ranging and have yet to be solved. Responsible brands would do well to think carefully about what their use of social media means to consumers and what the wider impact may be.
Emma Chiu, Global Director of Wunderman Thompson Intelligence, said, “This is a new era of data management and control. People are feeling confused and upset about how their data is traded, hacked, lost or kept insecurely, with little in the way of clear information or choices about how their details are managed.
“The rulebook for brands and websites is evolving, guided by legislation like General Data Protection Regulation, expanded by explicit data exchange products and informed by guides to digital selfcare. In our report, we cover the state of play today and expand upon the future paths that can be taken to balance data that can improve our lives and how to make sure only that which is necessary is collected and kept safe, putting the power back into consumer hands,” added Chiu.
Please login with linkedin to commentWunderman Thompson
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]