The Privacy Issue Trend Report

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

How do young, digital-first generations feel about their online privacy and security in an era when their data is a commodity? As data hacks became more commonplace, privacy agreements can start scandals, and all brands are on the hunt for more consumer data, we’re revisiting The Privacy Issue to understand Gen Z and Millennials’ views. Our research shows that they’re feeling more vulnerable than ever, and paying more attention to where their data is going—but are they willing to give up some privacy in exchange for convenience? This report explores young consumers’ definition of privacy, what they’re willing to give up their data for, and how brands can earn their trust once again.

Download the full report for insights on: 

  • How much online privacy concerns and vulnerability has grown over the past years among young digital users
  • How young consumers are increasingly taking their online privacy into their own hands
  • The top online privacy concern young people are willing to delete an app or platform for
  • How young people want brands to handle their personal data
  • The brand experiences young consumers are willing to give up their personal data for
  • Millennial parents’ increasing digital privacy concerns for the next generation and how they’re keeping guard

Report length: 36 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded January 2021

Additional survey content for Pro users: Their biggest privacy concern, how they define security and privacy, where they keep their most private information, comfortability with tech-enabled things, the social networks they trust with their personal data, and where they prefer brands to talk about privacy policies. 

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