Consent matters: the new marketer’s playbook

The level of insight into consumers’ decisions, desires and lives that marketers have come to demand can be summed up by how one brand steward put it: “I want to be able to look into a customer’s mouth and down their throat, and see all the way to their toes.”In other words, a level of invasiveness no reasonable person would want or tolerate.And yet, this has been the highly consistent game plan for marketers over the past decade or so—that is, adopting a large-scal