Canadians increasingly expect consumer data to deliver better products and services | So Good News


TORONTO–(BUSINESS WIRE)–Canadians expect organizations to use consumer data to deliver the products they want and need, a report released today by the Canadian Marketing Association (CMA) shows.

report, Canadian Privacy Law Priorities: Better Protection of Canadians + Innovation for Economic Growth, makes the case for a made-in-Canada approach to reforming privacy laws that provides privacy protections for consumers and enables Canadians to enjoy greater economic and data-use benefits.

Canadians are increasingly realizing the benefits of sharing their data with businesses to receive and access the information they use and interact with every day,” said Sara Clodman, vice-president, public affairs and thought leadership at CMA. “Canadians’ acceptance of on-demand information and online advertising has doubled in the past 12 months alone. Instead, many say they want the goal to be better. ”

The use of data is, and will continue to be, a driving force for progress and innovation in all sectors of Canada. Statistics Canada reports that Canadian investment in data grew more than 400% from 2005 to 2019 and that data-related products in Canada were worth $217 billion in 2018 – equivalent to two-thirds of the country’s crude oil price. The amount of information in the world has almost doubled since 2020, and is expected to triple by 2025.

The report shows that when used properly, the analysis and use of consumer information is of great benefit to Canadians. For businesses, data analysis illuminates business processes, improves business competitiveness, supports technological advancements and increases profitability, stimulates the economy and helps create jobs in all Canadian sectors.

The federal government recently proposed long-awaited changes to Canada’s privacy laws. Minister of Innovation, Science and Industry François-Philippe Champagne introduced Bill C-27, which includes Consumer Privacy Protection Act (CPPA), in June. It is expected to be debated this fall.

The CPPA provides a robust and effective framework that includes:

  • A policy-based and technology-neutral approach to privacy, which will ensure that Canadian privacy laws remain responsive to evolving technology, businesses and consumer expectations.

  • Stronger and more modern consumer rights and protections, greater transparency and accountability requirements for institutions, and the strongest economic sanctions in the G7.

  • New initiatives to ensure informed consent from consumers, and targeted protection for children and young people.

If approved, the CPPA will meet the requirements of Canada’s privacy laws,” said Clodman. “It would strengthen privacy protections for consumers and ensure that Canadian organizations can use data to gain a competitive advantage in the global economy for years to come. ”

Full report, Canadian Privacy Law Priorities: Better Protecting Canadians + Optimizing Economic Growthavailable for download here.

About the Canadian Marketing Association

The CMA’s mission is to empower Canadian marketers to do business in Canada. We provide opportunities for our members from coast to coast to grow professionally, to contribute to business thought leadership, build strong networks, and foster a business climate for success. Our Chartered Marketer (CM) designation means that recipients are knowledgeable and up-to-date with best practices, as reflected in the Canadian Marketing Code of Ethics and Standards. We represent almost all Canadian business sectors and all marketing strategies, channels and technologies. Our Consumer Center helps Canadians better understand their rights and obligations.


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