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Say you’re walking on the sidewalk, minding your own business on the way back from lunch, when you lock eyes with a street canvasser. The canvasser, dressed in some ill-fitting mesh vest and a visor, gets ready to sell you on a good cause. You want to support the cause, but you also hate the intrusion of the hard sell and don’t want to give away your personal information.
… were instructed to ask shoppers for email addresses or zip codes as they checked out, and I noticed that many customers seemed to be taken aback. They were hesitant to give away any type of information, even something as innocuous as a zip code. This was one of the first times I realized that for consumers, any exchange of information with a brand…