IPRS Corporate Member: New WE Brands in Motion Study - “The Privacy Mandate: New Normal, New Rules.”
New WE Brands in Motion Study Reveals Post-Pandemic Consumers Want More Personalized Experiences Without Compromising Trust and Data Security
WE COMMUNICATIONS RESEARCH DISCOVERS 97% OF RESPONDENTS BELIEVE DATA PRIVACY TO BE IMPORTANT
SINGAPORE – 14 JUNE 2022 – Today, WE Communications (WE) released its latest Brands in Motion global report, “The Privacy Mandate: New Normal, New Rules.” The data uncovers the increasing expectations from consumers on issues related to privacy and fair use of personal data in the post-pandemic era.
Partnering with YouGov, WE surveyed consumers in Australia, China, India, Singapore, the United Kingdom (UK) and the United States (US) to understand their stance on data privacy — defined as the consumer’s understanding of what an organization is using their data for and how that data has been gathered.
Ninety-seven percent of global study respondents say data privacy is an important issue, with more than two-thirds stating that they will either stop supporting or reconsider supporting brands that do not adhere to data privacy and collection standards.
“Keeping user information confidential and secure has become table stakes for brands,” said WE’s APAC Regional Technology Lead Sara Pereira. “Today’s increasingly tech-savvy and sophisticated consumers want to know: ‘What’s in it for me?’. They want to see their data used in ways that add to their user experience.”
The study finds that pandemic measures, such as contact tracing apps, have left users better informed on privacy trade-offs. Sixty-nine percent of those surveyed believe that brands use their data to create personalized content and refine their marketing strategy to better suit customers’ needs. With data needs changing so rapidly, brands must rethink what privacy means to customers and how to communicate it.
“While 82% of Singaporeans trust the government to protect and safeguard their confidential information, 86% of respondents here will reconsider or stop doing business with a brand if it is not proactive about communicating how their data is used,” said WE Singapore Managing Director Daryl Ho. “In truth, people today expect organizations to do more than simply protecting stored personal data or one’s anonymity on the internet. Brands need to recognize that “Data privacy” must be redefined to underscore that privacy is a choice - and behave transparently in explaining the implications of that trade-off.”
The study uncovers three main themes:
MAKE PRIVACY COMMUNICATIONS PART OF THE USER EXPERIENCE
Global consumers want brands to share their approach to collecting and protecting their data proactively, and not wait until there’s a privacy breach to communicate about their security efforts. They expect companies to build trust with the media for their stance on privacy and confidentiality. Brands that fail to do so risk having most of their customers reconsider doing business with them — or stop entirely.
“Data privacy and security have become important trust and reputation issues. Brands that only look to communications as a post-crisis response are missing out on an engagement opportunity,” said Pereira. “Communications can and must be part of the customer’s data privacy experience and play prominently in the customer journey — not just when disaster strikes.”
TRANSPARENCY AND TRUST ARE CRITICAL
The WE Brands in Motion report found that consumers want to know where, when, and how they give access to their data. Sixty-five percent of global consumers say it is important to know how brands handle their personal information. The vast majority are at least somewhat concerned about how their data is collected and used. In other words, they demand full disclosure and transparency from brands.
Consumers in Singapore also trust some institutions more than others, with 84% of respondents stating that they are concerned with how social media sites collect and use their data versus 59% for government agencies.
“Sophisticated audiences expect sophisticated stories,” said Pereira. “It’s time for brands to move beyond check-the-box disclosures and notifications.”
CONSUMERS HAVE HIGHER EXPECTATIONS OF BRANDS
Brands should also communicate how the collected data is changing consumers’ lives for the better. Eighty-seven percent of respondents surveyed will reconsider or stop doing business with a brand if it asks for information perceived as not relevant to the product or service provided.
In addition, Singapore respondents have near-equal expectations of businesses and governments (64%), to be responsible in taking action in the event of a data breach.
“To thrive in this new normal, brands must exhibit bold leadership, foster deep trust and have the courage to use data to do more than simply market themselves more effectively.” said Pereira.
For full report: https://we-worldwide.com/brandsinmotion
For contact, please reach out to:
Daryl Ho (Managing Director, WE Communications Singapore>firstname.lastname@example.org
Sara Pereira (Regional Technology Lead, APAC, WE Communicationsspereira@we-worldwide.com
The IPRS Secretariat