Respecting the Individuals of Data Economy Ecosystems

Importance of data - especially personal data - is increasing as a business asset. The role of data economy ecosystems is also growing. However, the individuals whose data are used in these systems are not respected as active members but are often seen as mere data sources. In this paper, we address the question about how the individuals could be respected through the creation of value congruence. We elaborate on the discussion about the personal values of Europeans to practices of the data economy ecosystems. Our brief analysis shows that the individuals should be respected as active members of data economy ecosystems by providing tools and information though transparent, honest and secure practices. In this, transparency seems to be the prime enabler of value congruence and thus, the basis of respecting the individuals.