The Next Frontier: Data as a conscious currency and the illusion of control

The Next Frontier: Data as a conscious currency and the illusion of control

Consumer sentiment towards data has evolved from awe over the marvels unfolding on our mobile devices, to a feeling of trepidation. Breaches in data protection and privacy impacting reputable brands have caused considerable concern among the public. Our 2023 Data Consciousness Project indicates that such fear and worry erode trust in brands and has the potential to diminish their equity and value. This year, we dive deep into the rising implications of cyber-crime, the impacts of AI, and the benefits Australians now expect in exchange for their data from brands.  

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