So I'm not surprised, and perhaps the last question about user privacy.

Although complicated, Gen Z’s relationship with data privacy should be a consideration for brands when strategizing their data privacy policies and messaging for the future. Expectations around data privacy are shifting from something that sets companies apart in consumers’ minds to something that people expect the same way one might expect a service or product to work as advertised. For Gen Zers, this takes the form of skepticism that companies will keep their data safe, and their reluctance to give companies credit for getting it right means that good data privacy practices will increasingly be more about maintaining trust than building it.

A Midwestern hospital system is treating its use of Google and Facebook web tracking technologies as a data breach, notifying 3 million individuals that the computing giants may have obtained patient information.