Privacy

1
THE PRIVACY ERA
THE CUSTOMER VIEW

WUNDERMAN THOMPSON 3
CONTENTS
FOREWORD Privacy in the Time of COVID-19
INTRODUCTION
KEY HIGHLIGHTS
Americans are concerned.
5G is only going to amplify concerns.
People are stuck.
Customers are conflicted.
Regulations barely register with customers.
The new PII: Personally Intimate Information.
Responses to a breach.
Penny for your thoughts?
Digital Devices vs Digital Self.
Not all industries win the same customer trust.
Data security: The great unifier.
Methodology
About Wunderman Thompson
4
5
7
8
11
14
16
19
22
25
28
31
33
35
38
38

FOREWORD
Privacy in the Time of COVID-19
While tech innovations and customer expectations continue to
evolve before our very eyes, the world of data protection and privacy—
albeit somewhat behind the scene—is changing right along with them. The
more connected Americans have become, the more it seems they are willing to
sacrifice privacy as a result. Yet, they are also concerned about data protection—
even more so during the global pandemic.
In the age where our activities and online behavior are measured or analyzed,
COVID-19 has done little to calm the anxieties that Americans experience around
data protection and data privacy. In fact, the pandemic has highlighted attitudes
around privacy and what consumers may be willing to expose. Have attitudes changed
or shifted with their anxieties? Are Americans more open to giving up some privacy
in exchange for what may help end a pandemic? Or is there too much opportunity for
abuse and surveillance? Is the public justified in their concerns?
The introduction of contact-tracing apps has reignited the spotlight on concerns
of government surveillance and living in a surveillance state. These apps work in a
similar way to “Find my iPhone”: A Bluetooth signal is emitted from the device, causing
a “chirp” or “ping” and picked up by a nearby device with the same app. If users tests
positive for COVID-19, they can upload their signals to a database and others who were
in proximity of that chirp are notified. The concern, of course, is that a user’s location
and movements are constantly being tracked—a scenario rife with opportunities for
potential abuse. As we’ve learned, requests from law enforcement without probable
cause for cellphone location data are nothing new.
This perfect privacy storm reveals much to consider: Should we be so quick to sacrifice
data privacy in the time of COVID-19 or any other emergency? Do we even know
whether these apps have been proven to work or are effective in the
fight against an invisible enemy? Rather than sacrifice privacy, there may
be more innovative ways to use data and technology to help fight such
events. After all, surveillance regimes are easier to build than they are to
dismantle. The Edward Snowden revelations demonstrated much, and did
little to restore confidence that government or other surveillance does not
take place.
In a crisis, the right level of sharing, when and with whom, is paramount.
While privacy controls are debated against the need for the public good,
big tech is pushing back and taking a stance in favor of more privacy
controls against governments that want unfettered access to the data
harvested from contact-tracing apps. On the other end of the spectrum,
governments have shut down contact-tracing apps over privacy concerns.
(The Creepy Scale™, on page 23, is somewhat erratic on this point—
depending on the perspective.)
The following report astutely points out that Americans are starting
to realize that technology is entering their homes in ways they had not
imagined before, including healthcare and the intimate information around
it. The regulations around data protection are in place to ease American’s
concerns of privacy. Are they enough or are people yearning for more
control and transparency?
Rachel Glasser, Chief Privacy Officer
Wunderman Thompson Data

The Behavioral Economics principle known
as the Availability Heuristic tells us that people have a
tendency to overly focus their attention and color their thinking
based on what is most present in their mind, which is usually the result
of what they have most recently heard about, especially those things
they’re hearing about with a high frequency. If that’s the case, then why
are we talking about data privacy and data security? Shouldn’t we be talking
about COVID-19, protests against racial injustice, and the upcoming presidential
election? Those are clearly the topics that are most “available” to anyone in the US
today.
We’d argue that data privacy and data security are intimately linked and intertwined
with all of these “available” topics. While the US has certainly experienced pandemics,
civil unrest, and a divided, contentious political environment before, we haven’t had
these experiences with a deeply reliant digital populace. And with that brings numerous
issues related to data security and data privacy.
With regards to the pandemic, there are privacy concerns about contact tracing, tools
being used to assist with social distancing, telemedicine visits, analyses of health
conditions, and concerns related to remote working such as insecure home WiFi set-
ups, companies tracking employee productivity, and even Zoom-bombing and the
security of video meeting platforms. With respect to protests against racial injustice,
there are data concerns about government surveillance of protesters, the accuracy
and application of facial recognition software, the use of drones and police with facial
recognition software, governments scraping social media for protest organizing, and
police using body-worn digital technologies to intercept organizer communications.
And with a severely divided populace about to vote for president, there are concerns
about disinformation and fake news, foreign government election intervention, election
commission and campaign database hacking, voter authentication, and manipulation
INTRODUCTION
of electronic voting results and campaign rallies (just look at the alleged
disruption of the Trump campaign’s Tulsa, Oklahoma, rally by a movement
started on TikTok). With that backdrop, I’d say that now -perhaps more
than at any time in our history–is the exact right time to examine data
privacy and data security.
So welcome to Wunderman Thompson Data’s inaugural report on data
privacy and security. This new research comes at a critical moment for
brands and their customers, as well as society at large. For years, data has
been collected en masse with the mutual understanding that it needed to
be valued, secured, and used to provide better experiences.
Unfortunately, as multiple data breaches have shown, companies and
institutions are not always the best stewards of our personal information,
and it can be difficult for people to see the benefit of allowing them to have
it. To gain a better understanding of the situation and how it is affecting
people and their behaviors, Wunderman Thompson Data undertook
a survey in late 2019 of 1,500 US adults aged 18 and over.
INTRODUCTION

The top-line results are both insightful and alarming. Overall,
the research showed that people are highly concerned about the
privacy and security of their data. In fact, only healthcare ranked higher
on their list of worries. At the same time, Americans are paralyzed about what
to do about the situation. They are unaware of regulations designed to protect
them, and they feel helpless and overwhelmed.
In the following pages, you will find the customer view data privacy and security, with
detailed results, insights, and ways brands can address their concerns and, hopefully,
move toward a much more data-safe, transparent, and confident environment.
Be sure to check out Wunderman Thompson’s The Privacy Era: The Brand Implications,
a playbook with guidelines on how brands must prioritize privacy over convenience
in this new age of digital value exchange.
Mark Truss, Chief Research Officer

KEY HIGHLIGHTS
Most brands have little understanding of
the impact of their data-collection efforts on customers.
Living in a world awash in acronyms, they tend to see data as
much more of a technology problem than a human one. They often
focus on the amazing results and exceptional customer experiences it can
help them provide. However, the survey showed that while customers may
appreciate better experiences, they come at a price.

Americans
are
concerned.
While it is not surprising that customers have concerns around
data, it’s eye-opening just how prominent those concerns are.
Fully 58% of respondents said that they are very concerned
about the privacy and security of their personal information
and data. This places data near the top of all concerns for
people in the country, just below healthcare at 61%. To put this
in perspective, people are more worried about their data than
they are about terrorism, climate change, gun violence, natural
disasters, and the cost of living.

Cost of healthcare
Privacy/security of personal info & data
Current national political leadership
The quality of healthcare
Gun violence
Cost of living
Quality of education
Sexual abuse of women
Racial tensions
Polarization of political views
Impact of climate change
Identity theft
Threat of terrorism
Country’s budget deficit
Cyber-terrorism
Current state of the economy
Immigration
Country’s infrastructure
Natural disasters
Drug use in community
Safety of products
Potential military hostilities around the world
You and your family’s current job security
The rate of crime in your community
TOP CONCERNS IN UNITED STATES BOTTOM CONCERNS IN UNITED STATES TODAY
61% 36%
35%58%
privacy 51%
security 50%
52% 34%
51% 33%
51% 33%
47% 31%
45% 30%
43% 29%
42% 28%
42% 27%
42% 26%
26%38%
Data privacy and security are front and center in the minds
of Americans today.

INSIGHT
Currently, we are seeing a combination of media coverage of hacks and
breaches alongside a trend of people increasingly regarding their on- and
offline presence as one. This has resulted in a new hierarchy of concerns
in which people are much more worried about the privacy and security of
personal information and data than they are about gun violence and the
impact of climate change.
—Emma Chiu, Global Director, Wunderman Thompson Intelligence

5G is only
going
to amplify
concerns.
This situation is likely to only get worse in the near term.
Most Americans (80%) know 5G is coming, but the country is
split on how much they should worry about it. About half say
they are embracing 5G or taking it in stride, but the other half
(49%) say they are concerned about its effect on their personal
data. Almost no one thinks 5G will lessen their worries about
data security and privacy. If this holds true, healthcare may
soon lose its dubious distinction as America’s top worry.

The rollout of 5G will likely only increase data privacy and security concerns.
Much MORE
concerned
about personal
data/info
Somewhat MORE
concerned about
personal info/data
Neither more
nor less
concerned
Somewhat LESS
concerned
about personal
info/data
Much LESS
concerned about
personal info/data
Not aware of 5G
Aware
CONCERN OF PERSONAL INFO/DATA USING 5G
25 25
48
2
3
49
20
80
1

INSIGHT
Americans are just starting to realize what 5G will mean
in their daily lives. They’re realizing that technology will
finally be expanding into areas many have long been
reading about: their homes, their cars (as well as self-
driving vehicles), their entertainment experiences, retail
experiences, medical treatment, home delivery of food
and products, and a whole host of additional things they
can’t even imagine. Along with that comes a lot of uncertainty. How will all this work?
If people can barely keep the data on their phones and laptop
secure, how will they manage it across all of those things? What,
and how much, personal information will be known and by whom,
where, and for what purpose?
If history is any gauge, the customer benefits of 5G
will likely outweigh privacy and security concerns and
adoption will be rapid. But in a 5G world, service providers
and data players will need to be ever-more mindful of how
they use these new streams of data and, importantly, the
transparency with which they do, as customers are going
to be on alert.
—Mark Truss, Chief Research Officer,

People
are
stuck.
Customers are stuck, feeling overwhelmed with the burden and
ambiguities of securing their personal information. Generally
speaking, they don’t know what to do and don’t understand how
the data ecosystem works. They feel it’s beyond their control
and that they are stuck in a state of passive inertia—with a
touch of paranoia. Not surprisingly, many have capitulated as a
result:

80% of Americans feel
that controlling the
security and privacy of
personal information is
very difficult to do
Customers have all but resigned themselves to the idea that
risking the security of their personal information is a fair trade
in order to participate in the contemporary digital landscape.
There is an opportunity for brands and platforms to differentiate
themselves by demonstrating how this is a false choice.
—Jason Carmel, Chief Data Officer, Wunderman Thompson Data
85% say it’s difficult
to know just what to
do to protect personal
information
76% say that controlling
the security and privacy
of their personal
information is very
time-consuming to do
72% say that hacks and
data breaches are just
part of modern life
64% say while they’re
worried, they’ve
honestly given up trying
to control it
80% 85% 76% 72% 64%

Customers
are
conflicted.
Customers are also highly conflicted about data privacy and
security. Despite their stated concerns, only 18% say they are
very diligent about ensuring the safety and security of their
data. Fifty-eight percent aren’t sure exactly what to do,
and 54% don’t understand how companies are using their
personal information. Even so, 82% recognize that they should
be doing more.

Part of the reason is time. Asked what they thought they should be doing to protect
their data privacy and security, they reported everything from credit card checks to
regularly changing passwords on financial accounts. Added up together, these activities
would take them nearly an hour a week or 3 hours and 20 minutes a month. Not
surprisingly, 76% of Americans agreed that controlling the security and privacy of their
personal information and data is very time-consuming to do.
For many, it’s also a matter of risk versus reward. More than half (54%) of Americans
report that their personal data had already been compromised, and alarmingly, 69%
have resigned themselves to believing that a company currently holding their data will
be hacked or otherwise compromised in the next 12 months.
With so many negative personal experiences and fear for the future, you’d think
customers would be very mindful of who they do business with. Surprisingly, 72% of
people reported that they had continued doing business with companies that had
notified them that that personal information or data was or might have been hacked,
breached, stolen, or otherwise compromised. Somehow, the message is not getting
through.

INSIGHT
This research demonstrates a well-understood
phenomenon in behavioral economics: the escalation
of commitment. Individuals who face increasingly negative
outcomes from an action tend to counterintuitively
continue in the behavior instead of altering course.
This protects their sense of self by aligning current
behaviors with previous decisions and actions. People
are preprogrammed to behave this way. But another behavioral economics principle, loss aversion, states
that there are limits to the escalation of commitment. Once a
customer experiences a significant enough loss,
those prior decisions seem less attractive. So while customers
are fine to stay the course while the reward outweighs the risk,
we need to ask ourselves where they will draw the line.
At what point will negative data experiences make the risk
of loss become so strong that it begins to impact brand-choice
decisions? The latent sense of anxiety in our data suggests
we’re approaching that tipping point.
—Mark Truss, Chief Research Officer, Wunderman Thompson Data

Regulations
barely
register
with
customers. The past few years have seen increased regulatory activity,
with new laws designed to protect personal data. Such
efforts include the European Union’s General Data Protection
Regulation (GDPR) and the California Customer Privacy Act
(CCPA), not to mention numerous bills being considered
in state houses around the country. Unfortunately, these
sweeping regulations are not reassuring anyone. In fact, most
people are unaware of their existence.

To understand the extent of this ignorance, our survey asked how aware people were
not only of real data laws but also fake ones, like the fictitious US Privacy Protection
Law. Respondents reported that they were aware of the real laws at only a marginally
higher rate than the fake ones. This shows that they do not know about the laws
designed to protect them, and as a result aren’t taking advantage of their provisions.
Data protection regulations and legislation are barely registering with consumers.
GDPR (General Data Protection Regulation)
COPPA (Children’s Online Privacy Protection Rule)
CCPA (California Consumer Privacy Act)
UPPL (US Privacy Protection Laws) **FAKE**
GPPR (Glasser Online Privacy Protection Regulation) **FAKE**
LD 946 (Maine’s Act To Protect the Privacy of Online Customer Info)
AWARENES OF DATA PRIVACY REGULATIONS AND ACTS
13%
12%
10%
10%
4%
3%

INSIGHT
People aren’t paying attention, mainly because no one
is making it easy for them to do so. Lawmakers and
regulators have to do a better job of communicating the
benefits of their legislation to customers in simple, easy-
to-understand language. Educational resources about
what rights people have under these new laws are scarce.
Entities that collect and process personal information
about customers have to do better in how they describe to
customers data collection and use practices as well. Often
efforts to require more clear disclosures lead to more
confusion and longer privacy notices.
Brands have an excellent opportunity to stand out in this
space (and burnish their pro-customer, pro-transparency
credentials) by helping people understand what these
laws are, why they matter, and what benefits they provide.
—Rachel Glasser, Chief Privacy Officer,

The new PII:
Personally
Intimate
Information.
People and the data industry are also at odds over what they
want protected. The industry focuses on personally identifiable
information (PII), or things that describe or identify a person,
such as name, gender, bank account, driver’s license, social
security number, and passport information.

However, as part of this research, we developed
something we call the Creepy ScaleTM
. It reveals that
customers are more concerned about things like location
data, biometrics, fingerprints, relationship information,
and person-to-person text messages. For them, PII really
stands for “personally intimate information.” And they are
much more interested in protecting this information than
keeping their race or gender a secret.
The data also shows, perhaps
counterintuitively, that the more
you are engaged with technology,
the more concerned you are
about such things. For example,
early tech adopters over-index
on our Creepy ScaleTM
, while tech
followers under-index. Similarly,
younger (more tech-native) people
are much more concerned than
older people.
Your fingerprint
The location of your family members
When you’re having relationship problems
What your voice sounds like
Your text messages
What your face looks like
If a woman is pregnant or not
Your e-mails
Your current location
Where you live
What health conditions you have
Things you worry about
When you drive your car
Your location over the last 6 months
When you’re likely to quit your job
Your religious views
Your grocery habits
Your age
Which brands of products you buy
What types of TV shows and movies you like
What ads you’ve clicked on
Products you’ve searched for online
Your race/ethnicity
What stores you shop in
Your political affiliation
Your gender
63%
62%
62%
61%
61%
60%
52%
50%
49%
49%
48%
48%
46%
46%
46%
26%
24%
24%
23%
23%
22%
22%
22%
22%
21%
21%
Wunderman Thompson Data Scale
TM

INSIGHT
While data used in online advertising and in marketing has
historically been thought of as relatively benign, it’s becoming
less and less so. As we move away from cookie-like technologies,
we are relying more on deterministic identifiers (your name or
email address). Deterministic identifiers require more hard,
personal information than the pseudonymized identifiable
information like a cookie. The ability to track people more
precisely, building more robust profiles, without awareness to
people’s reasonable expectations of how their data are being
collected and used—or what their reaction to this potential use
of their data will be, are details that only foster more confusion,
less transparency, and more feelings of ‘creepiness’.
—Rachel Glasser, Chief Privacy Officer, Wunderman Thompson Data

Responses
to
a breach.
So what happens when a data breach occurs? The survey
results found a mixed bag. Early on, people tend to react in a
highly visceral way. They report feeling disoriented, violated,
frightened, panicked, and devastated. They also describe
the experience of a data breach in human terms, like having
your home broken into, having your wallet or purse stolen, or
having the feeling of being stalked. Businesses would do well
to consider people’s emotional state when they are developing
communications and outreach strategies, balancing facts with
understanding and empathy.

We also found that speed and transparency are essential
when responding to a data breach. Fifty-five percent of
people say they would trust a company again if it got the
word out quickly. They also want specific information—
not generalities (51%)—and for the company to work with
security experts to ensure that their data is as safe as it
can be (51%). In other words, companies must respond to
both rational and emotional needs if they want to restore
trust. That said, the customer
response to compromised
data is fairly superficial. On
average, people take only three
actions after their data have
been compromised: changing
their passwords, checking their
financial accounts regularly,
and requesting a new credit
card from their bank. All of
these rate relatively low on both
effort and effectiveness. The
most effective actions—deleting
an account, stopping doing
business with the company,
and downloading security
software—are among the least
done. Only 28% of people stop
doing business with or using the
services of a company after
a data breach.

INSIGHT
The nomenclature of our industry can be terrifying. When
we’re saying things like ‘security breach,’ ‘identity theft,’
‘data hack,’ ‘online tracking’” ‘personal information,’ and
‘online identifier’—it’s no wonder that individuals tend to
react emotionally. Such words invariably elicit a negative
emotional response. When an incident happens, as our
data shows, customers are usually not surprised—they’re
expecting to experience something at some point. But
we’d be better served as an industry to use language that
people understand and avoid the histrionic vernacular of
our industry.
So long as customers feel like they know what is going on, the
company will have a better chance of regaining their trust.
—Rachel Glasser, Chief Privacy Officer, Wunderman Thompson Data

Penny
for your
thoughts?
While people have only a vague sense of how their data are
being used, they do have a slightly better understanding of
the value exchange. An overwhelming proportion want more
transparency, and platforms that afford them greater control
over the value exchange:

• 91% say they wish companies were more explicit about
the intent to use their data in exchange for the value
they’re giving them.
• 89% say that companies are deliberately vague about
how the data-for-benefit exchange really works.
• 86% would like an easy way to be able to pick and choose
what they get in return for sharing data.
• 90% want an easy way to be able to pick and choose the
data they share.
The data industry has been reluctant to open this
Pandora’s box and for good reason. When people are
asked to assign a dollar value to what they think their
data are worth, the numbers are staggering. For example,
they think businesses should pay them $87 a month just
for their demographic data. If we wanted the demographic
data of all Americans, that would cost $218 billion a year.
And that’s just the most descriptive data. If you wanted
more intimate data, like biometrics, the cost would
increase six-fold.
TV Viewing
what’s watched on
TV, taste in movies/
shows
$60
How they
feel
what they’re
worried about,
having relationship
problems
$100
Purchase
data
online, In-store,
online search,
brands, stores
$200
Demo-
graphics
age, gender, income,
race, ethnicity
$87
Digital
behavior
sites visited, search
history, ads clicked
$105
Location
data
current, past 6
months, home, work,
vacation, family
members
$375
Health
health
conditions
$100
Messages
text messages,
e-mail
$160
Biometrics
fingerprints, voice,
facial recognition
$550
AVERAGE COST OF DATA PER AMERICAN / MONTH

INSIGHT
Once customers really understand the volume and
complexity of the data that is being collected and sold
without their knowledge, agreement, or benefit, there
will be a revolution of the kind that leaves brands,
businesses, and entire industries in tatters. Businesses
that operate under the assumption that data about their
customers is free for the taking and monetizing will likely
not survive.
Conversely, the business or industry that makes peace with
the value exchange of data and incorporates a fair-value cost
strategy early on will not only survive but thrive at the expense
of competitors who do not. The evolution and experimentation
required to share data value with customers might be painful in
the short term, but the consequences of not doing it will
be fatal in the long term.
— Jason Carmel, Chief Data Officer, North America, Wunderman Thompson Data

Digital devices
vs.
digital self.
People do a pretty good job of protecting their digital devices
(their phones, laptops, etc.), but have yet to make the leap
to protecting their digital selves online. Nearly three-quarters
(71%) of people are using some type of anti-virus, malware,
or firewall software on their devices, while less than half
(48%) are using digital tools and services to protect their
online identity.

And one-third of those who are protecting their digital
selves online are only doing so because the data of a
company they do business with has been compromised
and the company offered them free monitoring services.
The slow migration from device protection to identity
protection is likely due to the customers’ general lack
of understanding of the digital data ecosystem and the
potential consequences at stake.
McAfee
Norton
Avast
Malware Bytes
AVG
360 Total Security
Kaspersky
BitDefender
WebRoot
Scan Guard
ESET
PC Protect
Trend Micro
Zone Alarm
F-Secure
Total AV
Bull Guard
Voodoo Software
The Kure
None of these
LifeLock
myFICO
Credit Sesame
Experian’s IdentityWorks
Privacy Guard
Identity Guard
Identity Protect
IDShield
Credit Karma
My CleanID
IdentityIQ
IdentityForce
Panda Security
ID WatchDog
Intelius
ReliaShield
Others
None of these
29% 15%
24% 11%
12% 9%
10% 7%
10% 6%
5% 5%
5% 5%
3% 4%
3% 3%
2%
2%
3%
3%
2% 3%
2% 3%
2% 3%
1% 2%
1% 1%
1% 4%
1%
1%
29%
29%
SERVICES CURRENTLY USED
71% 48%

Not all
industries
win the
same
customer
trust.
Marketers have long known that the trust a customer places
in a brand can vary significantly from category to category.
In fact, there appears to be a halo effect of trust, i.e., the more
trust a customer has in an industry in general, the more trust
they’re willing to place in that business’ ability to secure
their data.

This is likely due to a couple of factors. First, the categories they trust the most with
their data (healthcare, retail banking, investments) are ones in which the stakes are high
if their data were compromised. Customers believe that these companies are as diligent
as they are expected to be. The most trusted categories are also highly regulated
categories, and people may be projecting their trust in the regulatory environment
onto them.
INSIGHT
“We all know that trust in a business is a cornerstone
attribute of any client-customer relationship. The idea
of a halo effect of trust is interesting, as the effect
can often run in both directions. Trust a company for one
thing, and you’re likely to trust them with another. Said
another way, trust is transferable. If so, what does that
suggest about the lack of trust a customer might have
in a company’s ability to protect their data after
a breach? Will the lack of trust about data then transfer
to a general lack of trust in the business overall? That
would certainly seem plausible. This, of course, raises the
stakes significantly on how companies should respond
to their customers when a data breach occurs. In the
future, the new business mantra may well evolve to ‘safer,
then better, faster, cheaper’.”
—Grant Keller, CEO, Acceleration,
a Wunderman Thompson Company
Healthcare providers
(e.g., doctor, local hospital)
Your pharmacy
Banks
Health insurance companies
Investment firms
Nonprofit organizations
Sharing Economy companies
Mobile App companies
Social Media companies
Advertising companies
Online gaming sites
Online gambling sites
Technology companies
(e.g., Microsoft, Google, Apple)
78% 78%
75% 75%
74% 74%
69% 69%
63% 63%
62% 62%
Top Trusted Industry Segmens Least Trusted Industry Segmens

Data
security:
the great
unifier.
America today is probably more polarized than it has been in a
century. The left strongly supports many issues that the right
loudly rejects, and vice versa. As a result, the country has few
truly bipartisan concerns.

To end on a positive note, our
research found that data
privacy and security are one
of the few issues on which
Americans of all political
stripes are united. Fifty-seven
percent of Republicans and
60% of Democrats agree that
privacy and security of data
and information is a concern to
them, which is a significantly
higher level of agreement than
any other issue surveyed. With
such strong bi-partisan
support, a national data privacy
policy might be easier to get
through Congress than we
might imagine. In fact, just
weeks before this report was
published, CEOs of the big tech
companies received a
bi-partisan tongue lashing from
Congress.
Republicans and Democrats
differ on many issues, but
when it comes to the privacy
and security of their data,
they’re on the same page.
Drug use in community
Cyber-terrorism
Budget Deficit
Infrastructure
Threat of terrorism
Privacy and Security of personal info & data
Identity theft
Current Job Security
Quality of Education
Natural Disasters
Cost of healthcare
Cost of Living
Current state of economy
Sexual abuse of women
Healthcare quality
Racial tensions
Immigration
Climate change
Current political leadership
Gun violence
31%
31%
35%
36%
41%
56%
40%
39%
30%
30%
22%
32%
33%
24%
33%
22%
24%
39%
40%
57%
32%
33%
36%
37%
38%
69%
62%
55%
57%
57%
70%
70%
71%
44%
54%
32%
35%
49%
37%
60%
COULD DATA PRIVACY AND SECURITY BE THE GREAT UNIFIER IN AMERICA?
MOST AGREEMENT
LEAST AGREEMENT
Republicans
Democrats

Methodology Notes
The data for this research was collected via an online survey of 1,501 American adults
aged 18 or older. The survey has a margin of error of +/- 2.1 percentage points at 90%
confidence. The data were collected between September 25th and October 3rd, 2019. All
data were collected and processed in adherence with generally accepted industry best
practices. The data were weighted on age and gender to ensure our sample matches US
Census estimates for a nationally representative sample.
About Wunderman Thompson
At Wunderman Thompson we exist to inspire growth for ambitious brands.
Part creative agency, part consultancy and part technology company, our experts
provide end-to-end capabilities at a global scale to deliver inspiration across the entire
brand and customer experience.
We are 20,000 strong in 90 markets around the world, where our people bring together
creative storytelling, diverse perspectives, inclusive thinking, and highly specialized
vertical capabilities, to drive growth for our clients. We offer deep expertise across
the entire customer journey, including communications, commerce, consultancy,
CRM, CX, data, production and technology.
wundermanthompson.com
Rachel Glasser
Chief Privacy Officer
rachel.glasser@wundermanthompson.com
Mark Truss
Chief Research Officer
mark.truss@wundermanthompson.com

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