Data privacy concerns for consumers and brands

Data privacy isn’t just a hot topic - it’s a moving target. Laws are evolving, consumer expectations are shifting, and headlines about cybersecurity breaches and data misuse keep raising the stakes. It really got people thinking about who has access to their information and how it’s being used.

In the US, states like California, Virginia, and Colorado have rolled out their own privacy laws, giving consumers more control over their data. In Europe, the European Union General Data Protection Regulation, also known as the EU GDPR initiative, puts pressure on businesses to be more responsible and more transparent when it comes to sensitive data and personal information. At the same time, businesses are navigating changes like Apple’s App Tracking Transparency, which forced advertisers to rethink targeting as users gained more control over their data. But despite these efforts, concerns around data privacy aren’t going away.

These regulations are just the beginning, and as technology advances and consumer awareness grows, businesses must continually adapt or risk falling behind. It’s a lot to keep up with, but brands that prioritize transparency and trust will come out on top. So, what can you do to stay ahead? Let’s get into it. 

How consumer attitudes are changing

1. They’re more privacy-conscious

Alright, here’s the scoop: at least 30% of consumers feel worried about how companies use their personal data online, with 58% wiping their browsing history clean and 35% going full stealth mode with private browsing options like incognito. Almost half of Americans (46%) are uneasy about how social media organizations handle their data and two fifths worry about how the US government uses their information. Plus, only 14% of Americans feel they’ve got a grip on their personal data, and nearly half (48%) wish they had a better grasp of how their data’s being used.

Concerns about corporate data usage are also on the rise. A big reason? Many people in the UK and beyond have experienced data breaches firsthand - whether it’s their email, credit card details, or other personal information falling into the wrong hands. Cyberattacks are becoming more common, with stolen data sometimes ending up on the dark web. But awareness is increasing too, and as consumers get savvier about data privacy, businesses have a bigger responsibility to be transparent and proactive in protecting their information.

2. They’re using a number of tools to protect their privacy

These worries are pushing people to take action. The top move? Deleting cookies. Yep, 35% of folks say no to cookies on websites. This stops businesses from snooping on their browsing habits, shielding their digital footprint and blocking the processing of personal data. While this can help to increase online privacy, your internet service provider might still have a copy of your activity.

Deleting cookies isn't the only trick consumers are relying on. Almost a quarter of people are firing up a VPN every now and then to mask their IP address. Some people are also using disposable email addresses to limit how much personal information they share - but they’re still a niche choice. The takeaway? People aren’t waiting for companies to step up - they’re taking matters into their own hands.

How brands should measure up

These shifts in consumer behavior make one thing clear - brands need to step up. People want to know their data is safe, but they also expect a seamless experience. It’s a tricky balance, but getting it right builds trust and keeps customers coming back for more.

And with regulators cracking down - especially in the EU, where poor transparency can lead to hefty fines - there’s even more reason for businesses to take privacy seriously.

So, how can brands keep up? Here’s what they need to do.

1. Demonstrate a commitment to security

Data security isn’t just a box to check - it’s a major concern for consumers. Yet, according to the 2018 Global State of Information Security Survey, only 51% of businesses actually know where their customers’ and employees’ personal data is collected, stored, and shared.

That kind of loose approach to privacy won’t fly anymore. People are paying attention, asking tougher questions, and expecting full transparency about how their data is used. They want brands to prove - not just claim - that they’re serious about privacy protection.

Earning that trust means going beyond just meeting the bare minimum of regulations. It’s about showing a real commitment to ethical data collection and handling. And with laws like the UK’s Data Protection Act 2018 and regulators like the Information Commissioner’s Office (ICO) cracking down, businesses can’t afford to cut corners.

2. Choose your partners carefully

More than ever, brands need to think carefully who they partner with, especially when data is concerned. Third-party consumer data is like gold dust for businesses, helping them dive deep into their target audiences, creating consumer-centric strategies that actually move the needle.

Robust consumer insights tell you who to target, what tactics hit the mark, and which channels deserve your dollars. But the quality of those insights? It hinges on how the research is done and the data collected. That’s why methodology is a big deal; if the methodology isn’t solid, neither are the results.

Transparency is key too. Brands need to dig into how their data providers source and handle information to avoid risks and ensure they’re working with high-quality, ethically collected results. For example, at GWI, we run a fully opt-in global survey with over a million consumers, giving marketers a real, accurate picture of their target audience. But every data provider does things differently - so asking the right questions and demanding visibility should be non-negotiable.

3. Advertise strategically

Ad fatigue is real. 31% of consumers use ad-blockers at least occasionally, with most users saying they’re just overwhelmed by the sheer number of ads (64%) or frustrated when they get in the way (55%).

This is something every brand should keep front and center when crafting a targeting strategy, as it reveals how consumer attitudes toward digital ads are evolving. Consumers aren’t just passively scrolling anymore - they’re actively avoiding ads that feel intrusive or irrelevant. They know how digital targeting works across their devices, and if they feel their data is being misused, they won’t hesitate to push back.

So, what’s a brand to do? It’s time to get smart and strategic when it comes to online advertising.  Dive into deep consumer research that’s reliable and laser-focused on your target segments so you can put personalized marketing into practice, in the right way. This approach ensures you’re not bombarding the wrong folks with irrelevant content, meaning you can boost your ROI while keeping trust and brand reputation intact.

4. Be transparent

Transparency doesn’t only apply to data providers. As consumers are taking more control over their online experiences, transparent and authentic marketing is quickly becoming the golden ticket for brands.

Being upfront about data collection is a start, but real transparency goes deeper. It means avoiding privacy pitfalls altogether, staying ahead of data protection laws, and building a brand that truly puts consumers first. When brands are open and honest - not just about privacy policies but about their products, practices, and values - customers take notice. 

McDonald’s is one brand that’s nailed the transparency game. To squash rumors and set the record straight about its produce and ingredients, McDonald’s Canada kicked off its “Our food. Your questions.” campaign, giving customers an opportunity to publicly ask anything about their products. Since its launch in 2014, it’s racked up over 42,000 questions, with more than 3.8 million visitors checking out the food quality FAQ website. The result? A stronger, more trusted brand.

As new data regulations roll out and privacy expectations evolve, brands need to follow suit. That means embedding transparency into everything - from data policies to marketing strategies - so customers know exactly what they’re signing up for. Many companies have already appointed Data Protection Officers to ensure GDPR compliance, but the real goal should be bigger: earning trust by making privacy and honesty part of the brand DNA.