Vast majority of Canadian and American
respondents say data privacy matters more to them than ever
TORONTO, Oct. 16,
2024 /CNW/ - A new TELUS Data & Trust survey
reveals that an overwhelming majority of Americans (82%) and
Canadians (79%) believe data privacy matters more to them now than
ever before, with many (74% of Americans and 72% of Canadians)
expressing worry about how organizations handle their personal
data. The survey, which examined Americans' and Canadians'
attitudes towards data privacy, trust in organizations, and
expectations for responsible data practices, highlights the
critical need for companies to prioritize ethical data management
and transparency as Artificial Intelligence (AI) and other
technology rapidly evolves.
Key findings from the TELUS Data & Trust Survey 2024
include:
- Reputation matters: 88% of American and 87% of Canadian
respondents consider a company's reputation for data handling
important when deciding whether to do business with them.
- Trust inspires action: Americans and Canadians
equally agree (86%) that their trust in a business inspires them to
buy or use that company's products and services. What's more,
two-thirds of respondents (67% American and 66% Canadian) will
advocate for brands they trust, telling friends and family, posting
on social media and sharing reviews.
- Worries remain about data: Americans and Canadians
both expressed concerns about what organizations do with their
personal data (74% and 72% respectively).
- Privacy on our minds: 52% of Americans and 42% of
Canadians think about their data privacy on a daily basis,
indicating a high level of awareness and concern.
"As technology continues to advance at an unprecedented pace,
it's clear that people on both sides of the border are becoming
increasingly aware of and concerned about their data," said
Pam Snively, TELUS' Chief Data &
Trust Officer. "At TELUS, we recognize that trust is the
cornerstone of the relationship with our customers and communities,
which is why we integrate trustworthy practices into everything we
do, ensuring that as technology such as AI evolves, our commitment
to respecting our customers' data and protecting their privacy
remains unwavering."
Artificial intelligence needs to be developed
carefully
It is no surprise that there are strong feelings about AI and
its development when it comes to trust and technology. Ninety per
cent of Canadians and 86% of Americans want to see AI developed
with care. Having AI presented with clarity and transparency is
important to Canadians (82%) and Americans (81%). Finally, 74% of
respondents in both countries want AI development done in
consultation with everyday people, not just academics or
technologists.
"We recognize the importance of developing technology with
trustworthy practices and the value of engaging diverse voices in
the development of our AI tools and services," said Snively.
"People are telling us what they need to trust data and AI: they
want companies to ask for and listen to customer input, for data
ethics experts to be involved, and for transparency in the
explanations on how AI is used in a way that is understandable to
everyone. Organizations need to listen and act on these
concerns."
TELUS remains committed to leading by example in data trust,
privacy and security, continuously evolving its practices to meet
the changing needs and expectations of customers and communities.
It was the first organization in the world to secure the ISO
31700-1 Privacy by Design certification, the first telecom to sign
a voluntary AI code of conduct introduced by the Canadian federal
government, and has won several international awards for its work,
including the Responsible AI Institute's Outstanding Organization
prize. TELUS also participates in many international forums to
influence the development of sustainable data and technology
practices, including joining the Department of Commerce's National
Institute of Standards and Technology (NIST) U.S. AI Safety
Institute Consortium (AISIC), acting as a member of the Canadian
delegation for G7 Business, and forming a strategic partnership
with Mila - Quebec Artificial Intelligence Institute, for example.
By prioritizing trust, TELUS aims to create a future where everyone
can confidently embrace the benefits of technology.
The 2024 Data & Trust Survey was conducted among 1,000
Canadians and 1,000 Americans representative of the general
population of adults, weighted on age, gender, and region according
to the 2021 census figures for the Canadian sample, and the 2020
census figures for the American sample. For more information about
TELUS' commitment to data trust and privacy and to learn more,
please visit telus.com/trust.
About TELUS
TELUS (TSX: T, NYSE: TU) is a dynamic, world-leading
communications technology company with more than $20 billion in annual revenue and over 19 million
customer connections spanning wireless, data, IP, voice,
television, entertainment, video, and security. Our social purpose
is to leverage our global-leading technology and compassion to
drive social change and enable remarkable human outcomes. Our
longstanding commitment to putting our customers first fuels every
aspect of our business, making us a distinct leader in customer
service excellence and loyalty. The numerous, sustained accolades
TELUS has earned over the years from independent, industry-leading
network insight firms showcase the strength and speed of TELUS'
global-leading networks, reinforcing our commitment to provide
Canadians with access to superior technology that connects us to
the people, resources and information that make our lives
better.
Operating in 32 countries around the world, TELUS Digital
Experience (TSX and NYSE: TIXT) is a leading digital customer
experience innovator that designs, builds, and delivers
next-generation solutions, including AI and content moderation, for
global and disruptive brands across strategic industry verticals,
including tech and games, communications and media, eCommerce and
fintech, banking, financial services and insurance, healthcare, and
others.
TELUS Health is a global healthcare leader, which provides
employee and family primary and preventive healthcare and wellbeing
solutions. Our TELUS team, along with our 100,000 health
professionals, are leveraging the combination of TELUS' strong
digital and data analytics capabilities with our unsurpassed client
service to dramatically improve remedial, preventive and mental
health outcomes covering over 75 million lives, and growing, around
the world. As the largest provider of digital solutions and digital
insights of its kind, TELUS Agriculture & Consumer Goods
enables efficient and sustainable production from seed to store,
helping improve the safety and quality of food and other goods in a
way that is traceable to end consumers.
Driven by our determination and vision to connect all citizens
for good, our deeply meaningful and enduring philosophy to give
where we live has inspired TELUS and our team to contribute
$1.7 billion, including 2.2 million
days of service since 2000. This unprecedented generosity and
unparalleled volunteerism have made TELUS the most giving company
in the world. Together, let's make the future friendly.
For more information about TELUS, please visit telus.com,
follow us at @TELUSNews on X and @Darren_Entwistle on
Instagram.
For more information, please contact:
Sacha Gudmundsson
TELUS Public Relations
Sacha.Gudmundsson@telus.com
SOURCE TELUS Communications Inc.
