Privacy by design

29 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020. 
30 
Ibid.
31 
Ipsos, U.K., Germany, France, the Netherlands, Data Ethics Study: Data Ethics and Effectiveness, Part 1 — Ethics (n=6,000), 2021.

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M A K E I T M E MO R A B L E
2 1
The participants we spoke to in the survey who remembered accepting
all cookies also had a more positive emotional reaction to the ads presented
to them than those who accepted only the essential ones. 
From this, we can infer that helping people remember and manage their data
can help reduce the negative emotional response — an assertion supported by
our qualitative work in the “Responsible Marketing Deep Dive
”
.
32
When participants 
in this study felt they were given an honest and well-considered choice, they 
experienced the permission as more authentic.
33
This suggests that reminding 
people of the choices they previously made provides reassurance and is
important to making customers feel good about a brand and its ethics. 
4%
Ads when respondents accept all