JM Webinar for Marketing Professionals

“Genetic Data: Potential Uses and Misuses in Marketing” Exponential growth of the direct-to-consumer genetic testing (DTC-GT) industry has led to vast, privately-owned datasets containing individual-level genetic measures. Global companies, such as Spotify and AirBnB, have already partnered with DTC-GT companies and started incorporating genetic data into their business strategies. This research explores the impact of this trend on the field of marketing. The authors build on past behavioral genetics research to incorporate genetic influences into existing consumer theory. They then survey potential uses of genetic data for marketing strategy and research, which include using genetics for identifying consumer needs, for personalization, for uncovering its biological underpinnings. The authors will discuss this topic and consider its ethical challenges for marketing.