Three years ago, users online barely looked at cookie banners before hitting ‘Accept all.’ Today, nearly half are reading them.
Users now know their data has value, and are asking the question: ‘Do I trust this brand enough to hand it over?’
The State of Digital Trust Report 2025 confirms this shift, as 46 percent of those surveyed said they click “accept all” far less than they did three years ago, while 36 percent actively adjust their privacy settings. Privacy has moved from passive acceptance to intentional choice.
For marketers, it’s a turning point.
Every consent touchpoint, from that first cookie banner to email marketing opt-ins, is now a display of brand values.
Treat each interaction with respect and clarity, and you’re not just compliant, you’re memorable. Ignore it, and the first thing your audience learns about you is that you weren’t listening.
From passive acceptance to intentional choices
What’s driving this evolution goes deeper than privacy concerns. Users now see their personal data as currency, and they expect fair value in return.
The report made it clear that users today are more aware of how much personal data they share, and more importantly, how it’s used. The growing number of users actively adjusting their privacy settings indicates a shift deeper than simple awareness. Users are exercising more agency over their personal data, and treating brand engagement as a two-way relationship.
These numbers indicate a shift deeper than simple awareness: users are exercising more agency over their personal data, and engaging with brands in a two-way relationship. They expect brands to meet them there with transparency, clarity, and respect.
That doesn’t mean consumers are rejecting data collection. But they do expect value in return. Most users — 65 percent — are still happy for brands to collect their data, and 60 percent say they would spend more money with a brand that proves it can handle their personal data responsibly.
Privacy has taken a bigger role in the consumer decision journey. So how can brands earn that intentional yes?
Obtaining consent as part of the brand narrative
Seasoned marketers understand that every public-facing element of an organization reflects their branding. Privacy touch points can and should be used as yet another tool of brand expression.
From a landing page to an out-of-office reply, everything conveys a message. Obtaining consent is no different; it is another meaningful chapter in the brand narrative. What story is your brand telling? Besides visual elements like colors and logo, a consistent tone and messaging also contribute to a consumer’s overall perception of your brand.
A privacy-led consent flow is also part of that messaging. It’s a statement on a brand’s ethics when it comes to user data. It builds trust by respecting users’ choice and providing transparency.
Consent banner as trust-building tool
Just as your homepage tells visitors who you are within seconds, your consent experience should immediately communicate your brand’s relationship with user data.
Except now, the consent banner is competing with the homepage. When a user lands on your site, it’s often the first thing they see, and 42 percent of users now say they read cookie banners always or often.
Treat your cookie banner like the branding moment it’s become. It’s your chance to make a first impression that builds trust before visitors even scroll.
Consent is a journey
Don’t stop at the cookie banner: each interaction matters. Map your consent experience like any other customer journey:
- Arrival moment: What’s the user’s mindset when they hit your site?
- Decision point: What information do they need to make an informed choice?
- Confirmation: How do you acknowledge their decision respectfully?
- Ongoing relationship: How do you honor user choices throughout their experience?
Atreyu puts “consent as brand moment” into practice by treating newsletter signup as relationship-building.
Atreyu is a running shoes company with community building at the core of its brand identity – and that is reflected on their website too. Upon visiting their landing page, a newsletter sign up pops up, asking “Curious what we stand for?”. That headline positions data sharing as values alignment, while “A great relationship is built on communication” frames the exchange as mutual benefit.
By adding a photo of founder Michael Krajicek, the brand adds another layer of connection and authenticity to their consent communication. A simple email becomes a trust-building conversation that feels natural and brand-consistent.
Trust as core marketing principle
Combiner tighter government regulations with an increasingly privacy-savvy user base, and the result is an internet that is, fundamentally, different.
People no longer accept data collection as the price of entry into digital spaces. They expect meaningful choices, clear explanations, and a fair value exchange. And when brands meet those expectations, they do more than gain consent and build trust.
This is where Privacy-Led Marketing (PLM) comes in. The report is clear: privacy is no longer a blocker, it’s a growth lever. One that unlocks better data, deeper loyalty, and stronger differentiation in a crowded marketplace.
Consent moments, when thoughtfully designed, result in:
- Higher opt-in quality from users who actually want to hear from you
- Long-term loyalty because trust compounds
- Competitive edge as privacy-savvy consumers actively choose brands that treat them with respect
The foundation of Privacy-Led Marketing is the shift from data extraction to value exchange. PLM focuses on collecting better, more relevant data while giving the user a clear return for their information, such as targeting tailored to their preferences.
That starts with the principles:
- Respect user preferences: make consent meaningful, not manipulative
- Prioritize informed consent: help users understand what they’re agreeing to
- Lead with transparency: communicate data practices clearly and proactively
- Prioritize first-party data: direct customer relationships reduce reliance on third-party data
Marketers that prioritize trust, from the first to the last click, are building something far more valuable than reach: credibility.
Adopting Privacy-Led Marketing principles positions brands for long-term success in an increasingly privacy-conscious marketplace. It delivers measurable business outcomes: higher-quality customer data, stronger brand loyalty, and reduced dependence on third-party tracking infrastructure.
The privacy-led future is already here
The shift toward a privacy-led future is already here. Users are reading consent banners, adjusting privacy settings, and making data-sharing decisions based on trust rather than impulse.
The brands that adapt are positioning themselves for the next era of digital marketing.
It won’t be about doing less marketing. It’ll be about marketing that’s better for your customers and your brand.
Privacy-Led Marketing is the natural evolution from extraction-based to relationship-based data strategies, and it’s a direct response to customer demand.
Successful teams are leaving behind extractive practices and data hoarding and focusing on specific permissions for specific value exchanges. The result is a competitive advantage through trust.
While competitors struggle with cookie deprecation and tracking limitations, privacy-forward brands are setting new standards and building direct relationships that don’t depend on third-party infrastructure. They’re turning regulatory requirements into brand differentiation and user agency into business advantage.
We help you design and optimize your cookie banner to build trust, enhance user engagement, and support privacy compliance.