Over the past few years, advertisers have become used to having access to user data to easily target nearly any audience segment online based on their specific behaviors and interests—all with just a few clicks. But a study by Pew Research Center found that 81% of people feel the potential risks of the data collection that powers these advertising capabilities outweigh the benefits.

What do American Airlines, NASCAR, and Kohler have in common? They all partner with the federal government to support missions that are bigger than their companies’ bottom lines.