With trust now the internet’s most valuable currency, marketers need to bank as much as possible. As part of our Data for Drummies guide, we explain how.
46% click ‘accept all’ cookies less often
As an industry, we spend a lot of time talking about consumer trust. How to get it, how to build it, and perhaps the most crucial of all: how to keep it. And those conversations are only set to get louder.
As AI hype peaks and big tech looms larger, consumers want more than just convenience from brands: they want accountability and transparency, finds The State of Digital Trust in 2025 report from consent management platform Usercentrics.
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Here’s the inside track on what global consumers say:
Trust isn’t a given any more: it’s earned, and it’s conditional. Brand promises alone don’t cut it. Consumers want proof that their data is handled responsibly, securely and with real choice and control.
Not all brands are trusted equally, either. Highly regulated industries like finance and the public sector tend to enjoy a head start. Travel, hospitality, retail and automotive brands? Not so much. But across the board, clarity is the biggest trust trigger.
Brands that communicate clearly and openly from the outset about how they handle data build credibility and deepen engagement. That’s a massive differentiator in a competitive landscape.
As data use is such a big driver for brand trust, it’s not surprising that consumers are no longer sleepwalking through consent. They’re becoming more intentional in how they manage their data. They’re reading cookie banners, rejecting vague terms and fine-tuning their settings. What used to be a mindless ‘accept all’ click has become a conscious choice. And that’s changing how people engage with brands from the very first touchpoint.
For marketers, this is a wake-up call. Consent UX can’t be treated as a legal afterthought. Done right, it’s a brand moment that builds trust, credibility and even conversion. That doesn’t mean just minimizing opt-outs. It means maximizing opt-ins – turning privacy from a blocker into a growth lever.
They may be more intentional about data management, but that doesn’t mean consumers are completely clued up. And that’s another opportunity to build brand trust. Brands that lead with education and transparency will gain a meaningful advantage. Those that don’t will create a wedge between them and their audience.
When clarity disappears, so does confidence and, with it, the willingness to share data. That’s the gap that canny marketers can fill. They can step up as privacy champions by getting their data collection, activation and measurement strategies right:
Collection: Make consent contextual, not confusing.
Activation: Use consented data responsibly to create experiences people actually trust.
Measurement: Harness server-side tagging to keep data flows controlled and accountable.
All the hype around AI makes data use impossible to ignore for consumers. Their trust won’t be won with fine print – it’ll be won through transparency. We’re talking explainable models, ethical practices, and clear systems that show how decisions are made, what they’re based on and how to opt out.
Brands that are open about the AI and data conversation, instead of dodging it, will be the ones that stand apart.
“This isn’t a backlash, it’s a reset,” says Adelina Peltea, chief marketing officer at Usercentrics. “Consumers are becoming more cautious, more curious and more ready to act. But the gap between awareness and understanding remains vast.”
So, what can marketers do to close it?
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Communicate clearly: Don’t just collect data, explain how it’s used. Transparency builds trust.
Make the value exchange clear: Make sure users understand what they get in return for sharing their data.
Give consent the UX treatment: Design banners like landing pages so they’re clear, helpful and branded. Make privacy interactive and engaging, not passive or hidden.
Educate, don’t overwhelm: Use plain language, helpful visuals and clean UX to guide users.
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