Data & Trust
The Data Privacy Paradox
- Published by
- Razorfish
- Date
- Byline
- By Eddie Gonzalez, Sam Hoffer, and Nicolas Chidiac
- Type
- Coauthored research · Research overview
Key takeaways
- People want personalized experiences, and they want boundaries around their data at the same time.
- Purpose is the strongest reason people share data: they are most willing with companies whose purpose goes beyond profit.
- Misuse is costly. Half of respondents said they would stop doing business with a company that shared their data without permission.
- Honesty builds trust. 66% said a brand’s openness about how it uses data matters a lot, ranking it above great products and positive reviews.
- Be clear about what your brand stands for, explain how data is collected and used, and never share it without consent.
Overview
Personalized shopping, banking, and everyday services depend on people sharing their data — at the same time that concern about privacy keeps growing. That tension is the paradox at the center of this research.
The public overview describes a Razorfish study conducted with research firm GWI, surveying 1,672 people aged 16 to 64 about their attitudes to online privacy. It reports that people are more willing to share data with companies that have a meaningful purpose, that half would stop doing business with a company that shared their data without permission, and that 66% say a brand’s honesty about how it uses data matters a lot.
This overview was written for this site. The full research is published by Razorfish. The complete report is available from Razorfish with registration.
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