Privacy: How Do Expectations Differ for Gens X, Y, and Z?

Summary

How does each generation react to and approach privacy and data sharing? What do they expect from brands? How can marketers earn their trust? See how Gen X, Y and Z feel about these topics and what it means for marketers, as a panel assembled by the ARF Young Pros tackled these complex topics at the ARF’s 2018 AUDIENCExSCIENCE conference.

The highlights:

• In general, Millennials are more willing to share information than other generations, but there are limits. If a brand “crosses the line,” Millennials will not hesitate to break the relationship and be vocal about their negative experience.
• Brands should advise consumers of their data sharing policies in clear, digestible language and adhere to their policies. In addition, they need a crisis management plan in case something out of their control goes wrong, such as being hacked.
• What constitutes “crossing a line” varies for each consumer. In general, consumers value convenience and will accept data sharing if they benefit from it.

The panel, representing Generations X, Y, and Z, focused on an overriding question: “How much do consumers care about privacy?” Major areas of discussion covered: