Privacy by design

6 
Ipsos, U.K., Germany, France, the Netherlands, Data Ethics Study: Data Ethics and Effectiveness, Part 1 — Ethics (n=6,000), 2021.
7 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020.
8 
Ibid.

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In the minds of consumers, expectations for marketing 
are high. Overall, from our research, we find that people 
ultimately want experiences that feel valuable to them as 
individuals. Consumers are more comfortable sharing 
their data when they understand what’s in it for them. 
What is meaningful marketing?
When we ask people about what makes marketing effective, we consistently 
hear themes such as:
9
● 
tailoring to their interests
● 
being there in the right moment
● 
saving them time or money
● 
in some cases, entertaining or educating them