People Are Concerned About How Companies Are Using

santo77885@gmai

Every year, there is a competition between bars in some cities in Brazil, my native country, in which the bar with the public’s favorite meal wins. Last week, I went with some friends to one of the participating bars and, at the end, we received a form to give our grading of the meal. As soon as we started filling this out, a friend questioned the amount of information requested and the reason why they would be asking for so much personal data there. He refused to fill out the form and did not vote.

He didn’t know what they would do with his information. Most of the time, working in a Marketing company, I’m on the side of those who ask for the data, so as I lived this episode I was reflective: how can we create an environment of trust in data collection where it can  Whatsapp Number  be useful for both companies and consumers? Coincidence or not, in the same week, Adobe published a study that addresses topics related to data, consumers, and trust. The survey, conducted with nearly 6,000 consumers and more than 900 leaders in the EMEA region, made it clear that more than 70% of consumers are concerned about how companies use their data. And, in the perception of most of the leaders interviewed (69%), today it’s more difficult to build and maintain trust with the consumer than it was two years ago. In some ways, my experience with my friend at the bar showed in practice the consumer insights revealed in the study.





Let’s go deeper into it! Trust is a non-negotiable In uncertain scenarios and with significant episodes of data leakage, more than ever, consumers are concerned about the misuse of their information. According to the Adobe 2022 Trust Report, 67% of the interviewees intend to stop buying from brands that mishandle their data. Using data without permission, not respecting the user’s usage preferences and/or violating other data protection policies are no longer tolerated. All care is necessary — fortunately. As a result of uncertainty about the actual safety of data usage, consumers tend to trust brands less. This breach of trust brings the opposite impact on what, as brands, we expect from our customers. Customers who trust a brand tend to repeat purchases, recommend services/products to other consumers, post reviews and positive comments on the company’s social media.