Fears About Innovation Will Impact 87% of Global Consumers' Purchase Decisions

Privacy is on shoppers' minds

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An extensive report about attitudes toward innovation suggests that global brands should think twice about taking consumers' privacy for granted—even in a big-data era in which consumers seemingly are giving up more personal information than ever.

Sixty-six percent of consumers said privacy was their biggest concern when it comes to innovation, according to new stats from Edelman in a study called Earned Brand. The public relations giant also found that 87 percent of respondents said concerns about innovation—such as its impact on privacy, the environment and their individual security—will stop them from purchasing specific products.

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