Privacy by design

23 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020.
24 
Ibid.

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2
Starting positions on data privacy vary (from laid-back to 
highly sceptical) but we find that it is a general concern 
for many people globally. The “Ipsos Global Trends” 
online survey shows that 73% of internet users aged 
16-74 globally are concerned about how the information 
collected about them when they go online is used.
25
It is important to consider the impact here on brand perceptions and equity. 
The “Responsible Marketing Deep Dive
” 
shows there is a low-level feeling that 
brands could be tricking people into sharing their data. This is especially the 
case when people feel they are forced to submit data to access a company’s 
offer.
26
For people with low levels of data awareness, when data is collected 
without conscious permission, tailored advertising can lead to a decrease
in brand equity, according to the “Data Ethics Study
”.
27
ANALYSIS FROM
IPSOS RESEARCHERS
M A K E I T
M E MO R A B L E