Consumers' preference for personalization still outweighs desire for data privacy

By Zach Ciampa, McKayla Wooldridge, and Sheryl Kingstone

In its seventh year, our Connected Customer, Trust & Privacy survey provides a benchmark for consumer trust in an increasingly digital age. It seeks to understand public sentiment on an array of topics, including how much individuals value the privacy of their personal data, to what degree the public supports federal regulation of AI, what actions a person takes when they feel a brand has violated their trust, and much more. It is no secret that American society is facing notable discourse; our objective has always been to understand friction and what businesses can ultimately do to build stronger relationships with consumers.