Personal data has become a commodity that can be used to create more value and growth in business within the data economy ecosystems. Although individuals are part of these ecosystems, they and their needs and demands are often neglected in the research and practices. In this study, we thematically analyse the demands of Europeans from Finland, France, Germany and the Netherlands (n = 4,792). The results show that the Europeans demand more transparent communication and ways to be active parts of the European data economy in the order it to be fair. We suggest that there is a need for more transparent deliberation in order to grant the humans of the European data economy what they want so that it can be fair.
Humans of the European Data Economy Ecosystem - What Do They Demand from a Fair Data Economy?