What Do We Really Know about Attitudes toward Privacy and Advertisement Avoidance?

Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.

INTRODUCTION

Studies of generational difference have a long pedigree in academic demography. Researchers for years have parsed core demographic and economic variables, in an effort to discern distinctive generational patterns. Their work underscores the difficulty of justifying generational claims with data because—for any given observation—age, cohort, and year are bound together inextricably. If a person born in 1990 is 28 years old in 2018 and gets married, for example, one cannot determine the effect of age (being 28), of cohort (millennial), or of period (if there is an uptick in marriages in 2018). Demographers typically try to solve for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands