Pew Research; Sprout Social; The Atlantic
WHAT IS IT?
Data privacy concerns, combating disinformation and a rising awareness of mental health has led to users to take more control
of their social media usage. Consumers are starting to lock down their accounts and explore new closed communities. The
knock-on effect for brands has been equally as stark as they respond to new regulations like GDPR and are required to re-
examine their paid media strategies due to reduced retargeting capabilities.
Percentage of social media users
are concerned about businesses
accessing the data they share on
social media platforms.
Percentage of consumers say
they’re likely to buy from brands that
are transparent on social.
Percentage of users surveyed by the
Atlantic who said they changed their
behaviour after learning about the
Cambridge Analytica scandal