As we barrel toward a future where personalization extends to our wearable technology and our home appliances, where our fridge might talk to the grocery store or the laundry detergent supply gets replenished automatically, there's always that nagging chatter about consumers who are unwilling to share personal data. As marketers, that population can seem like a stubborn, self-quarantined no-man's-land of anonymous hermits.
But study after study has shown that privacy....