In 2025, privacy isn’t just a legal requirement — it’s a brand imperative.
“The State of Digital Trust in 2025”, a new global study commissioned by Usercentrics, reveals a major turning point: consumers are changing the way they consider data collection and sharing in the digital world. They’re more privacy-aware, more trust-conscious, and more willing to act when brands fall short.
Consumers’ concerns and demands for more control are growing
In today’s complex digital landscape, people aren’t rejecting data-sharing. They’re questioning, hesitating, and looking for proof that brands will use their data responsibly. This isn’t about saying no to personalization or innovation. It’s about demanding control, clarity, and accountability.
For marketers, this shift is a powerful opportunity. Privacy-led strategies aren’t just about legal compliance; they’re a competitive advantage. Privacy-Led Marketing is a strategy that helps brands meet rising expectations, stand out in crowded markets, and build lasting loyalty at a time when trust is the ultimate differentiator.
How marketers can lead with transparency and consent
The report lays out a clear roadmap for marketers who are ready to lead with transparency. Here are four of the key insights.
1. Consumers feel like the product — and they’re pushing back
People are increasingly aware of how their data fuels the digital economy, and many are growing comfortable with that data being used — under certain conditions.
- 62% feel they’ve become the product
- 59% are uneasy about their data training AI
- Nearly half trust AI less than humans with personal data
This signals a new baseline: trust must be earned, not assumed. Transparency and respectful data practices aren’t optional — they’re expected.
2. Consent has evolved from a legal checkbox to first brand impression
Consumers are thinking before they click. The cookie banner has become a moment of truth when it comes to trust.
- 42% read cookie banners “always” or “often”
- 46% accept cookies less often than they did three years ago
- 36% have adjusted their privacy settings
Consent interactions are now a frontline brand experience. A clear, respectful approach builds trust. A vague or manipulative one damages it from the very first click.
3. Trust is conditional and not evenly distributed
People are becoming more selective about which brands they trust, and the bar is high.
- 44% want transparency about how data is used
- 43% expect strong security guarantees
- 41% want real control over what’s shared
Highly regulated sectors like finance and the public sector enjoy higher levels of trust. Meanwhile, industries like tech, retail, and automotive are lagging. In today’s trust economy, clarity and evidence are the new currency.
4. The privacy knowledge gap is real — but brands can lead
Consumers care about privacy, but many don’t fully understand how their data is collected or used.
- 77% don’t fully understand how their data is handled
- 40% believe they have rights, but don’t know what they are
- Only 47% trust regulators to hold Big Tech accountable
This creates a huge opportunity. Brands that simplify, educate, and empower can become trusted allies, and turn confusion into confidence, hesitation into loyalty.
Discover how leading marketers are turning transparency into a competitive edge, and why privacy is the new foundation of brand trust.
About the research/methodology
This report is based on a survey by Sapio Research, commissioned by Usercentrics, of 10,000 consumers who frequently use the internet across Europe (the UK, Germany, Italy, Spain, and the Netherlands) and the USA. Interviews were conducted in May 2025. The research aimed to uncover the true state of data privacy and digital trust today, and provide businesses with guidance on how to develop their consumer data consent strategy.
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