As technology becomes more intertwined with every aspect of daily life, privacy concerns are growing. Marketers hear all the time about how customers want each aspect of their buying experience to be personalized, which requires the latter to be comfortable with giving away some of their personal information. However, for a growing portion of the population, privacy simply isn’t something they’re willing to sacrifice.
Reaching this audience of around 77M consumers is a challenge for marketers and presents a conundrum. How can you target a segment of people who don’t want to feel like their privacy has been invaded by technology, and how can you do this while using, well, technology?
Here, we’ll take a deep dive into the Privacy-Focused Consumers—one of the audiences featured in the Resonate 2025 State of the Consumer Report—and explore who they are, what they value, where you can reach them, and how you can successfully target them through each stage of the customer lifecycle.
Who Are the Privacy-Focused Consumers?
This audience segment is older: Their average age is 52, with 34% ages 65 and up. Perhaps unsurprisingly, given their advancing age, the Privacy-Focused Consumers have already passed many life stages like planning their first child, retiring, getting married or engaged, or starting a small business. They are, however, looking forward to being grandparents: 4% of this segment are expecting a grandchild soon.
Privacy-Focused Consumers aren’t just free from a lot of the monetary obligations of the younger generations, like paying off a mortgage or car. They also have a higher-than-average mean household income of just over $85,000 per year. Taken together, these two factors explain why this segment has a lot of buying power—and why they should be seriously considered by brands despite not being the most tech-forward of the three SOTC audiences. After all, out of all the generations, Baby Boomers, who make up a significant percentage of the Privacy-Focused Consumers, spend the most—and that’s good news for brands. In fact, according to the Resonate AI-powered data engine, rAI, 26% of the Privacy-Focused Consumers are spending more than they were six months ago.
What Do Privacy-Focused Consumers Value, Aside from Privacy?
Privacy-Focused Consumers’ top hobbies are gardening and doing arts and crafts; their top personal values include caring for nature, obeying laws and fulfilling obligations, and having the freedom to be creative. Their top psychological drivers, similarly, include creativity and maintaining an optimistic outlook. Keep these themes and activities in mind when developing your creative and messaging if you want to capture their attention.
What’s Next on Their Shopping List?
Privacy-Focused Consumers are planning lots of home improvement and renovation projects in the next 12 months. Here’s what they intend to buy:
- 21% plan to purchase paint or paint supplies, like rollers and brushes
- 18% plan to buy landscaping or gardening products, like grass, mulch, or rock features
- 11% plan to purchase hardware, such as doorknobs, drawer pulls, or hinges
- 10% plan to purchase flooring
- 8% plan to purchase appliances
These consumers can be found shopping both in the store and online: 14% shop more in-store than on the Internet, while another 10% make all of their purchases from the comfort of their home.
What Are They Looking for From Brands?
- 24% prefer to shop at a retailer that makes the experience enjoyable
- 44% look for products that are durable
- 43% want high-quality products
- 39% prefer to shop at a retailer with good customer service
- 45% prefer to shop at a retailer that is dependable
3 Ways to Reach the Privacy-Focused Consumer
Top Streaming:
- Showtime
- Starz
Top Networks:
- The Learning Channel (TLC)
- Freeform
- OWN
- FXX
- VH1
Top Newspapers & Magazines:
- Local daily newspaper
- Better Homes & Gardens
- AARP the Magazine
To learn more about this and two other audiences expected to play a major role in the market this year, read the Resonate 2025 State of the Consumer Report.
Insights to Impact
Now, let’s take a look at how you can use Resonate’s high-performance data and the Resonate Ignite Platform to acquire, grow, and retain Privacy-Focused Consumers throughout the full customer lifecycle.
Resonate’s high-performance consumer data and insights align with your business goals across the acquisition, retention, and growth phases and empower you to deliver a measurable impact on KPIs like ROAS, revenue, churn, and CLV. To see the Resonate difference for yourself, reach out to one of our data experts today.
