Predictions Report

Predictions 2019: Privacy And Data Ethics

Entitled Consumers Will Force Firms To Course Correct Poor Practices

November 5th, 2018
Stephanie Balaouras, VP, Group Director
Stephanie Balaouras VP, Group Director
Enza Iannopollo, Principal Analyst
Enza Iannopollo Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Jeff Pollard, VP, Principal Analyst
Jeff Pollard VP, Principal Analyst
Heidi Shey, Principal Analyst
Heidi Shey Principal Analyst
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Laura Koetzle , Elsa Pikulik , Peggy Dostie

Summary

The marketing-privacy ecosystem is about to change — again. If 2018 was the year of regulatory action, then 2019 will be the year of consumer action. This will open new opportunities for brands that choose to make privacy a competitive differentiator, and create significant business risk for those that choose to ignore it. This report lays out Forrester's five predictions for how the evolution of privacy and data ethics will impact marketers in 2019.

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