Consumer attitudes to data ethics in 2018

This year has been a big year for data and a big year for data breaches. As part of a deep dive into what happens when big data collides with big ethics, we looked at global conversations consumers were having around data protection. Here’s what we found:


Global conversations around data protection and safety have increased by 570% in the last year, driving around half a million mentions each month.


Conversations around personal data have increased by 132% in the same period.


Net sentiment is down 7%, driven primarily by an increasing lack of trust around brands such as Facebook (the eponymous Cambridge Analytica story) and Amazon’s Alexa which has encountered a handful of personal data breaches.

Look out for our thought leadership piece on ‘Big Ethics: The convergence of brand purpose and data ethics’ which will be published later this year.