Algorithms make our lives easier by personalizing what we are exposed to. They also quietly shape them. How much influence is too much?

Gen Z has a new approach to digital interaction. To thrive in evolving times, tech companies must earn user trust through thoughtful navigation of the digital world’s complexities.

The rallying cry of “protect the children!” drives laws that appeal to all political parties, as well as platform rules, but ID checks, bans, and lawsuits often fail in practice. They can create risks for youth, disrupt marketing, and entrench Big Tech. We explore the gap between good intentions and real outcomes.

For Gen Z, privacy is more than compliance — it’s identity. They practice selective vulnerability, balancing data sharing with values, embrace digital minimalism, and treat AI ethics as personal. Businesses must recognize privacy as cultural currency: authentic practices, transparency, and inclusivity are key to earning their trust.

The State of Digital Trust report explored attitudes towards data privacy across age groups — but until now, we haven’t shared the deep-cut insights from Gen Z, whose members grew up in the digital world. As a result, Gen Z is willing to make tradeoffs for online convenience and personalized experiences, without being naive about the value of their data.