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Why marketers must embrace ethical data use

July 7, 2020

To coincide with the launch of the world’s first guide on data ethics for brands, Data Ethics – The Rise of Morality in Technology, WFA asked four industry experts why prioritising people over data is so important for brands’ long-term license to operate.

Vera Heitmann is Digital & Growth Leader – Public Affairs at IKEA Retail (Ingka Group)

‘Data ethics is the new green’

Being the trustworthy partner that our customers, employees and partners expect, demands ethical standards and a strong commitment to excellence and transparency – not just compliance – in the field of data use and the way new technologies and artificial intelligence are deployed.


Jenna Young is Director of Marketing Data Governance & Operations at Visa. 

‘It is akin to maintaining a moral compass of honest living’

Data ethics forms the bedrock of respectfully and responsibly managing personal – and often private – information. At an individual level, it is akin to maintaining a moral compass of honest living.

Rodrigo Cunha is Global Director, Digital Ethics at Anheuser-Busch InBev.

‘Building trust with consumers is paramount for business success’

Data ethics is a way of thinking about how and why to use data. It is about harnessing the power of data and taking care of human values at the same time.

As companies embrace technology and data as part of their business strategy, consumers will choose the brands that they trust. Data ethics is a fundamental part of this process.

Jacqui Stephenson is Global Responsible Marketing Officer at Mars Wrigley Confectionery

‘The consumer is our boss’

As markets transition towards a more data-driven economy, data ethics has become one of the most important topics for companies to get to grips with. Concerns over the proliferation of consumer data collection, the increased reliance on automated algorithms to analyse it and shape choices, and growing cases of large-scale data misuse are all rising – making it critical for companies to focus on data ethics in digital advertising.

Read more: https://bit.ly/3iA6cMF


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