This article is part of a Spotlight series on technology, tracking and trust in Australia. Read more

Consumer: “I love the fact that companies can tailor the products and services to me, saves so much time because I see what is relevant”.

*30 seconds earlier*

Same consumer: “There is absolutely no way companies should be collecting my personal data, especially without my knowledge. Isn’t that illegal?”

It’s a dilemma brands, retailers and shoppers all face in the 21st century. While shoppers clearly respond well to tailored marketing effort, and brands can focus their advertising dollars to show relevant products in the right place, at the right time, to the right audience, there is a conundrum because consumers feel like Big Brother is always watching.