Data ethics anticipated to become more significant in CMOs roles in next five years

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2020, 10:57 AM UTC

World Federation of Advertisers (WFA) surveyed 147 senior marketers from companies with a global ad spend of $55 billion.

Although only 48% of advertisers have an official data ethics policy, 74% of chief marketing officers (CMOs) believe data will play an significant part in their roles over the next five years. 82% of marketers considered leaving current employers if they felt the company’s approach towards data was unethical.

Further, 26% reported feeling uncomfortable over the use of data at some point during their careers. 10% said they could not speak up, “if they felt uneasy about the way data was being used within their business”.

WFA released a data ethics guide recommending principles like respect, fairness, accountability and transparency to encourage ethical data practices. Unilever’s General Counsel for global marketing and media, Jamie Barnard, chaired the survey.

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