FITH Futures ("we", "our", or "us") is committed to protecting your privacy. This Privacy Policy explains what information we collect, how we use it, and your rights regarding your data. Please read this policy carefully.

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1. Information We Collect

When you request our sample report or contact us, we collect the following information:

• Full name

• Email address

• Business/company name

• Job title

• Personal website or LinkedIn profile

• Generation demographic (generational cohort, not age)

We may also collect technical information about your use of our website through analytics tools provided by Wix (our website platform). This includes your IP address, browser type, pages visited, and time spent on the site. Please see Section 6 below for more information about analytics.

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2. Legal Basis for Processing

We process your personal data on the basis of your consent. By completing our request form for the sample report, you consent to us collecting and using your information for the purposes outlined in this policy. You may withdraw your consent at any time (see Section 7 below).

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3. How We Use Your Information

We use the information you provide for the following purposes:

• To deliver the sample report you have requested (via download link or email)

• To add your contact details to our marketing database

• To send you relevant updates, insights, and information about FITH Futures services

• To understand the interests and demographics of our website visitors

• To improve and develop our services

• To communicate with you about your inquiry

We will only use your data for marketing purposes if you have opted in or consented to receive such communications.

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4. Data Storage and Security

Your information is stored securely on our servers and within our Wix website platform. We implement appropriate technical and organisational measures to protect your data against unauthorised access, alteration, disclosure, or destruction. However, no method of transmission over the internet is 100% secure, and we cannot guarantee absolute security. We are not responsible for third-party security practices.

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5. Data Retention

We retain your personal data for as long as necessary to fulfil the purposes outlined in this policy, or as required by law. For marketing purposes, we will retain your contact information for three years from your last interaction with us, unless you request deletion earlier. If you request removal from our mailing list, we will delete your data within 30 days, except where we are required to retain it for legal or regulatory reasons.

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6. Website Analytics

Our website uses Wix analytics to track usage and improve user experience. Wix collects anonymised data about your interactions with our site. This may include your IP address, browser information, pages visited, and referral sources. For more information about Wix's data practices, please visit their privacy policy at www.wix.com/privacy.

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7. Your Rights

Under the UK General Data Protection Regulation (GDPR) and Data Protection Act 2018, you have the following rights:

• Right of access: You may request a copy of the personal data we hold about you.

• Right to rectification: You may request that we correct or update inaccurate data.

• Right to erasure: You may request that we delete your data (subject to legal exceptions).

• Right to object: You may object to our processing of your data for marketing purposes.

• Right to withdraw consent: You may withdraw consent for marketing communications at any time.

• Right to data portability: You may request your data in a portable format.

To exercise any of these rights, please contact us at dpa@fithfutures.com with your request. We will respond within 30 days of receiving your request (or as required by law).

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8. Marketing Communications

We may send you marketing emails about our services, insights, and updates. Each marketing email will include an unsubscribe link. You can opt out of marketing communications at any time by clicking this link or by contacting us at info@fithfutures.com. Opting out of marketing will not affect any service-related communications.

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9. Third-Party Services

We use Wix as our website platform and hosting provider. Wix may process your data in accordance with their privacy policy. Your primary research data (if you participate in any future Qualtrics surveys) will be processed separately under Qualtrics' privacy policies. We are not responsible for the privacy practices of these third parties. Please review their privacy policies before providing information.

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10. Separate Service Agreements

If you engage FITH Futures for consumer intelligence services, trend forecasting, or other professional services, any confidential information you share will be governed by a separate Data Processing Agreement or service contract. The terms of that agreement will supersede this policy for that specific data and engagement.

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11. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Changes will be effective immediately upon posting. Your continued use of the website following any changes constitutes your acceptance of the updated policy. We recommend reviewing this page regularly.

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12. Contact Us

If you have any questions or concerns about this Privacy Policy, please contact us:

General inquiries: info@fithfutures.com

Data Protection enquiries: hello@fithfutures.com

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13. Right to Complain

If you believe we have not complied with this Privacy Policy or your data protection rights, you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at www.ico.org.uk or by calling 0303 123 1113.