Trust and Consumer Data:

How Much Do Consumers Trust Brands with Their Personal Information?

High-profile data scandals and data privacy laws have increased public concern about how companies collect and use consumer data.

At the same time, consumers also favor brands that provide them highly personalized and relevant experiences—personalization that depends on access to consumer data.

For brands to succeed, they need to demonstrate to consumers their trustworthiness with their personal information. The question is, how?