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

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, eme

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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