Working Fervently Toward the Bottom Line Is Isolating Consumers. It’s Time to Start Regaining Their Trust

Followups asking about user's experiences with a brand seem to resonate

Consumers are feeling increasingly distrustful of marketers. Getty Images

Since 2013 when Edward Snowden released documents about the NSA’s internal workings, the world has started to question the way their data is collected and used against them. Since then, findings by Pew Research Center show that 93 percent of adults believe it is important they can control who can get information about them, 90 percent believe it is important they have control over what information is collected about them and 86 percent have taken steps to remove or mask their digital footprints. But despite these numbers, 59 percent still feel like it is impossible to remain anonymous online and 68 percent believes current laws do not do enough to protect their privacy.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

Joe Toscano is author of Automating Humanity and founder of designgood.tech, a non-profit focused on creating an ethical internet.