Using data advocacy to close the consumer privacy trust gap

As consumer data privacy regulations tighten and the end of third-party cookies looms, organizations of all sizes may be looking to carve a path toward consent-positive, privacy-centric ways of working. Consumer-facing brands should look more closely at the customer data they’re collecting, and learn to embrace a first-party data-driven approach to doing business. But while brands today recognize the privacy and consumer consent imperative, many may not know where to start. What’s worse is that many don’t know what consumers really want when it comes to data privacy. Today, 40% of consumers do not trust brands to use their data ethically (KPMG) 1 . There is room, however, for improvement.  Although the gap between how brands and consumers think about privacy is evident, it doesn’t need to continue to widen. Organizations must begin to treat consumer data privacy as a pillar of their business: as a core value that guides the way data is used, processes are run, and teams behave. By impl