Intersectionality, Values, and Data Privacy

Intersectionality, Values, and Data Privacy

For the last post in our intersectionality series we will take a look at data privacy. With data breaches and cookie policies becoming an increasingly frequent news topic, many people are paying more attention to their digital footprint and holding companies accountable when it comes to their data. In this post, we’ll see which values and generations are most concerned about data privacy, and how those variables intersect.

Values and Data Privacy

We asked our survey participants to report how concerned they are with data privacy and security on a 7-point scale  from “not at all concerned” to “extremely concerned”. As expected, older generations were more likely to have concerns about the safety of their data, with the majority of Boomers and Gen Xers reporting being highly concerned:

Throughout this blog series we have demonstrated the importance of intersectionality as it relates to various digital behaviors. Subscribe to this blog and you’ll learn:

  • What are the values of the people who are most concerned about data privacy?
  • How do values and generational status intersect to predict who is most concerned about data privacy, and what implications does that have for your brand’s targeting strategy?
  • What are 3 key takeaways from this blog series, and what will you be sacrificing by sticking to traditional demographics?

To learn more about Zenzi’s values-based marketing services, visit our website at to schedule a call with our team.