Why brands are creating ‘social contracts’ to build trust around data use

Data analysis is central to businesses that need to stay competitive through enhanced knowledge of consumer behaviour and preferences yet there is limited confidence in the current state of the data economy. A fundamental lack of trust is damaging the consumer’s relationship with brands and impeding data-driven innovation.
The Annual Track survey by the Information Commissioners Office (ICO) is a gauge of consumers’ awareness and concerns around data use. It reveal that only one