by Carla Hendra
This is the third paper in Ogilvy Consulting and Caden's series on Data. Check out "Take Back Your Data" and "How Brands Can Respond to the New Data Normal".
The future of consent will be determined by how we – as individuals, nations, and a global species – evolve our understanding of what counts as meaningful consent. For consumers and users, the greatest challenge lies in connecting consent to a mechanism of relevant, personal control over their data. For businesses and other organizations, the task will be to recast consent as a driver of positive economic outcomes, rather than an obstacle.
In the coming years of digital privacy innovation, regulation, and increasing market maturity, everyone will need to think more deeply about their relationship with consent. As an initial step, we’ve assembled this snapshot on the current and future state of (meaningful) consent: what it means, what the obstacles are, and which critical changes we need to embrace to evolve.
Download "The Future of Consent: The Coming Revolution in Privacy and Consumer Trust" here.
Carla Hendra is the Global CEO of Ogilvy Consulting.
