Privacy by design

4 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020.
5 
Ipsos, the Netherlands, Data Privacy Study: Consumer Model of Data Privacy, 2020.

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W H Y G E T T I NG P R IVAC Y R IG H T M AT T E R S
1 1
People need reassurance through honesty and clarity
People fundamentally want brands to be honest. As the quantitative
“Data Ethics Study” has shown, for key markets across Europe (the U.K., 
France, Germany, and the Netherlands), participants claim to prefer to buy
from companies that are honest about what personal data they collect and 
why. This is especially true of people who are sceptical overall — who are
more likely to purchase from brands they perceive to be honest.6
Given people’s general lack of awareness and understanding, the mechanisms 
that companies use to communicate about data privacy need to be clear and 
reassuring. For example, the “Responsible Marketing Deep Dive
”
suggests
that for tailored marketing to feel ethical, ads must feel predictable. This
means following a perceived logical pattern of interactions between a
brand and a customer — one that reflects experiences that people have
had previously. Anything out of the ordinary can be off-putting.7
There is an expectation that brands should act responsibly by educating, 
empowering, and enabling people to take control over their data. This includes 
easy-to-use tools to manage and review data at any point, and opportunities 
to customise preferences such as frequency of communication and opting 
out of categories. When participants in the
 “
Responsible Marketing Deep Dive
”
felt they could take their time and willingly give information, they felt far more 
comfortable with the collection of data.8
“ There is an expectation that brands 
should act responsibly by educating, 
empowering, and enabling people to 
take control over their data.”