![]() At Google, we think about data ethics as a series of principles that inform everything we do.Ī recent survey of Google clients in EMEA showed the vast majority are now holding discussions about data ethics at a leadership level. This is a complex topic, but companies care about it and want to get it right. Data ethics is a process of choosing to do what’s right for people, rather than just a base level of compliance. The entire digital ecosystem only functions if people can trust it. “Data ethics is a process of choosing to do what’s right for people, rather than just a base level of compliance” The industry is adapting to meet people’s needs, and in 2021 the conversation surrounding data ethics will turn into action for many brands. People expect brands to safeguard their data and be clear about how they are using it and what they are offering in return. Matt Brittin, president of EMEA business and operations at GoogleĪs more people go online, protecting their privacy and data is even more critical. This includes fostering a diverse environment internally and being mindful of how you approach your campaigns. It is the role of marketers to ensure equality is on the agenda. If brands don’t meet their expectations, then they could be at risk.įor example, we’re addressing these important issues through economic empowerment - from our fund for Black-owned businesses to supporting Black Pound Day and closing the skills gap through Google Digital Garage. If brands don’t meet their expectations, they could be at risk”īusinesses will need to take an increasingly proactive approach - and empower consumers to do the same.Ĭonsumers are shopping more mindfully and they hold power in where and how they spend their money. “Consumers are shopping more mindfully and they hold power. The conversation on racial equality has undoubtedly advanced in 2020, but in 2021 people will expect more from brands than just speaking up. ![]() It was a powerful indication that people are seeking to drive change, not just through campaigning but in the decisions they make as consumers. Global search interest in the term ‘ Black-owned business’ surged in mid-2020 as the Black Lives Matter movement gained further international attention and recognition. ![]() ![]() Nishma Robb, brand and reputation marketing director at Google UK ![]()
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January 2023
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