The role of organisational culture in data privacy and transparency

In an era of mass personalisation and technological innovation, organisations increasingly need to make consideration of the way they use consumer data a part of their organisational culture. Since the GDPR's inception back in May 2018, there have been some encouraging findings (as I have discussed before) indicating that consumers are increasingly willing to share their data in exchange for personalised services and improved experiences. In addition, marketers are more confident about their reputation in the eyes of consumers. However, there is still a long way to go to improve consumer trust in marketing and highlight how data can be used as a force for good. Recent Adobe research reveals that over 75 per cent of UK consumers are concerned about how companies use their data.