How to handle sensitive attributes (gender, location, income)?

Sensitive attributes require heightened care because they carry discrimination risk, privacy implications, and regulatory scrutiny. Before collecting or using them, ask whether they're truly necessary for your segmentation goals.

Gender data should be optional and inclusive. Offer more than binary options or let subscribers decline to answer. Use gender only when genuinely relevant, such as product sizing, and avoid reinforcing stereotypes in messaging.

Location data is useful but carries privacy implications. Precise geolocation feels intrusive to many subscribers. Use the minimum specificity needed, perhaps country or region rather than exact coordinates, and explain why location matters for your communications.

Income data is rarely necessary and often inferred rather than stated. Inferred income segments risk discrimination and inaccuracy. If you must segment by economic factors, consider purchase behavior as a proxy rather than explicit income brackets.

Under GDPR, some sensitive categories like racial origin, health data, or political views require explicit consent and face processing restrictions. Even attributes not legally classified as sensitive may carry reputational risk if mishandled.

Secure storage for sensitive attributes using encryption and access controls. Allow subscribers to view, correct, and delete this data easily.

Some cargo requires special handling. Label it clearly and store it securely.