Privacy by design

41 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020. 
42 
Ibid.

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It is clear that the current digital marketing model needs 
to change — and it is changing. Rebuilding consumer 
trust is the next challenge, and 
the findings from this 
report provide a good basis for understanding the 
attitudes people now hold toward brands, and what 
marketers should do next. 
Our research with Ipsos in this report provides deeper insight into the 
complex and contradictory ways consumers behave online. It should
provide the jumping-off point for brands wishing to understand how
their customers feel about privacy and tailored advertising.
In summary
There are three takeaways from Ipsos’s research that marketers should
put into practice when designing new online experiences:
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