Advertising Standards Canada, in partnership with MacLaren McCann, today released The Truth About Privacy: Canada and Beyond, a groundbreaking report on emerging international trends in online engagement and Canadian consumer attitudes towards privacy. The report was produced by McCann Truth Central, McCann’s global thought leadership unit. It explores Canadians’ perceptions of privacy, personal security and the benefits of sharing information with organizations.
“The very notion of personal privacy has changed in our digital world.” remarked ASC President and CEO Linda Nagel, “What was once considered private information is freely shared. Whether on social networks with friends or information sharing with a company for a benefit, Canadians are generally open to this kind of engagement.”
The report revealed a complex environment for both the private and public sectors, examining the role of brands, marketing and privacy protection in what McCann Truth Central calls the “new normal”. The erosion of privacy is one of the most important issues to Canadians, second only to a further global financial crisis, but ahead of climate change and increased levels of terrorism.
“Canadians are well aware of the various ways they trade data with brands and businesses, and even how this data is used,” said Laura Simpson, Global Director for McCann Truth Central and co-author of the report, “Consumers are increasingly willing to trade privacy for clear benefits and become what we call the ‘savvy shopper’.”
The report, commissioned by Advertising Standards Canada and conducted in French and English, drew on the responses of 1000 Canadians and six focus groups, and compared results with a similar international study last year also conducted by McCann Truth Central.
To view the results of the report, please visit www.adstandards.com/TruthAboutPrivacy