The opportunities – and risks – of using genetic data in marketing campaigns

Stephen Whiteside

A study published in the Journal of Marketing highlighted several opportunities and risks that may come from using genetic data in marketing campaigns.

Genetic information could enable brands to serve consumers in personalized ways, but numerous ethical and privacy issues must be addressed by marketers and legislators, a paper in the Journal of Marketing has argued.

The study, “Genetic Data: Potential Uses and Misuses in Marketing,” was written by a team from the Wharton School of the University of Pennsylvania: Gideon Nave, marketing assistant professor; Remi Daviet, postdoctoral researcher; and Jerry Wind, emeritus professor of marketing.

Why it matters

The study quoted estimates that over 30 million people have taken a DNA test to date, while several nations around the world...

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