Good privacy delivers measurable commercial value – our findings.

Delivering real commercial value – our findings.

We launched the Privacy Made Positive® initiative in 2020 to evidence our thesis that good privacy delivers measurable commercial value.

History

The initiative has three phases:

  • Phase 1: Analysis of the existing research
  • Phase 2: Customised consumer and employee research
  • Phase 3: Economic research and qualitative interviews.

The research has been summarised into two easily downloadable ebooks that provide proof that consumers and employees respond positively to good privacy practices and that this has a measurable impact on your bottom line.

Key privacy questions we sought to answer

  • Does good privacy deliver quantifiable business benefits?
  • Is privacy considered as part of a purchase decision?
  • Is better privacy more important than lower prices?
  • Does poor privacy lead people to abandon a purchase?
  • Do the young care more about privacy?
  • How do employee attitudes to privacy vary by age?

Phase 3 coming soon

In 2020 we commissioned a study of the existing literature to see what had already been learned about the economic value of privacy and ethical behaviour. We found that ethical companies that treat their customers and employees with respect and take their responsibilities seriously outperform their peers, and that privacy is a material contributor to your brand.

Research Results:
Privacy Made Positive®

Phase 1: What is the economic value of privacy and ethical behaviour?

Phase 1

What is the economic value of privacy and ethical behaviour?

In 2020 we commissioned a study of the existing literature to see what had already been learned about the economic value of privacy and ethical behaviour. We found that ethical companies that treat their customers and employees with respect and take their responsibilities seriously outperform their peers, and that privacy is a material contributor to your brand.

Key aspects of report
  • Privacy and trust
  • Consumer attitudes to privacy
  • The value of data
  • Privacy and demographics
  • Winning, keeping and upselling to customers
  • Hiring, retaining and motivating staff
  • Attracting capital
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Phase 2: Customers and decision making: How much of a part does privacy play?

Phase 2

Customers and decision making: How much of a part does privacy play?

In 2021 we conducted consumer research in GB, Ireland, France and Germany to ask people how their interaction with brands and their purchasing behaviour is affected by privacy. We found that almost everyone considers privacy as part of their purchase decision making, and that more than two-thirds of people have selected products or services on the basis of good privacy, chosen not to proceed with a purchase because of concerns about privacy or stopped buying a brand because of its privacy practices.

Key aspects of report
  • Consumers are aware
  • Privacy precedes purchasing
  • Privacy adds value
  • Good privacy attracts, poor privacy repels
  • Privacy drives trust
  • Good privacy helps marketing engagement
  • Consumers and their rights
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Our research partner

We set out to do comprehensive research to prove the privacy is a positive value partnering with Llewellyn Consulting (Independent Economics) on each phase of our research programme.

Llewellyn Consulting (Independent Economics) is an independent macro advisory firm, providing strategic research analysis, thought leadership, and advice. They use their depth of experience, breadth of expertise, and wide network of associates, recognised experts and business partners to provide early insight into key developments, turning points, risk and implications for companies and markets.

With economics firmly at the core, their expertise and focus is on the main drivers of economies and markets, ranging from technology, climate change, and energy, through to ESG, policy, and political issues.

Independent Economics profile

Act now and speak to us about Privacy Made Positive®

Start a conversation about how Privacy Made Positive® can benefit your business. You can also find out more about how to become involved in our research.

Click here for more news and insights about Privacy Made Positive®