COVID has made consumers more willing to share data—what do they expect in return?

by | Feb 4, 2021 | Covid-19, Public Relations

Going against their better judgment in the wake of a rash of high-profile data breaches in recent years, 50 percent of global consumers say that the pandemic has made them more willing to part with their personal data, especially if they know it’s contributing to research efforts and community wellness, finds new research from global services organization EY.

That vigilance, however, varies by generation: According to the firm’s latest EY Global Consumer Privacy Survey, 45 percent of Millennials and 49 percent of Generation Z have shared COVID-19 health data with an organization, compared with just 21 percent of Baby Boomers.

“The discussion around data sharing and how it can help fight the virus has created more consumer awareness about how organizations are using their data and the potential benefit it delivers in return,” says Nicola Vizioli, EY Canada privacy leader, in a news release. “As the pandemic ushers in a new normal for data exchange, organizations must rethink data privacy to meet evolving consumer expectations and anticipate their future needs.”

COVID has made consumers more willing to share data—what do they expect in return?

The global survey reveals 54 percent of consumers say they are more conscious of the personal data shared through digital communication than they were before the start of COVID-19. Respondents say high-profile breaches (43 percent) and measures taken as a result of the pandemic (43 percent)—such as health-tracking apps—are the biggest drivers of data privacy awareness.

COVID has made consumers more willing to share data—what do they expect in return?

As awareness increases, security, control and trust remain key

When asked about the most important factor when choosing to share personal data with an organization, consumers point to secure collection and storage (63 percent), control over what data is being shared (57 percent) and trust in the company collecting their data (51 percent).

“The pandemic is shifting consumers’ expectations of data privacy,” said Vizioli. “Organizations that want to maximize the collection of personal data need to align data privacy policies with the value-exchange imperative. Those that cannot provide a clear benefit, data security and transparency assurances may start to see customers go elsewhere.”

COVID has made consumers more willing to share data—what do they expect in return?

Going forward, these expectations will be met with renewed regulations. The Strengthening the protection of personal information for Canadians report shares that Bill C-11 will enact a new privacy law, the Consumer Privacy Protection Act (CPPA), that aims to modernize protections to Canadians’ personal information and give individuals more control and transparency.

COVID has made consumers more willing to share data—what do they expect in return?

“While not yet law, the CPPA sends a strong signal that Canada is keeping trust and privacy a priority,” said Vizioli. “As businesses juggle to meet health and safety needs while delivering a captivating experience for consumers, they should start working to understand and plan for the operational impact and opportunities arising from new expectations and regulations. Planning ahead will allow companies to design and implement the necessary privacy controls that address the trust, transparency and benefit that today’s consumers are demanding.”

Download the full report here.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter


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