A fifth trend in data mining and analytics is the growing awareness and demand for data ethics and governance. Data ethics and governance are the principles and practices that ensure the responsible and ethical use of data, as well as the protection of the rights and interests of the data subjects, owners, and users. Data ethics and governance can help businesses to comply with the laws and regulations that govern data privacy, security, and quality, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Data ethics and governance can also help businesses to build trust and reputation with their customers, partners, and regulators, as well as to avoid legal, financial, and reputational risks. Some of the aspects of data ethics and governance include data consent, data anonymization, data audit, data stewardship, and data literacy.