A survey of 1,670+ consumers conducted for Razorfish’s Data Privacy Paradox study found a big disconnect between the hyper-targeting and personalization companies offer, and what consumers prioritize – which is respect for privacy and transparency and to not have their data shared without consent. So, while 81% liked personalized experiences, only 17% were willing to give up data for them; and more than 50% reported they stop buying from companies that share their data without consent.

Yet another technology to know us better – very possibly better than most of us will want. Not content just checking our cardiovascular, respiratory, digestive and reproductive systems, Big Tech is rapidly developing brain-tracking devices to learn what we think, feel and remember, purportedly yes, to help with health diagnoses and management.  It also crosses our last personal, private frontier.