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The dentsu Data Consciousness Project (DCP) is our future-focused annual exploration between consumers and their data. Now in its sixth iteration, the DCP 2024 dives deep into consumer perspectives on data access by brands, their expectations and their responses to emerging technologies. In 2024, dentsu surveyed 3,316 Australians 16-64 years of age. 

The data consciousness project has always been an advisory piece for clients on how to behave ethically in the data space and optimise data relationships with their customers recognising the opportunities they can offer.