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Trend Webinar: The Privacy Issue

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.