---------------------------
Title: How transparency and Privacy-Led Marketing strategies are building brand loyalty in 2025
URL: https://usercentrics.com/knowledge-hub/state-of-consumer-trust-in-2025-report/
---------------------------

# How transparency and Privacy-Led Marketing strategies are building brand loyalty in 2025

Consumer trust is becoming harder to earn and keep. Usercentrics’ new study reveals consumers’ demands for control and accountability. We also provide guidance on how to be transparent and build long-term trust with Privacy-Led Marketing strategies.

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%**

62% feel they’ve become the product

**59%**

59% are uneasy about their data training AI

**50%**

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%** — 42% read cookie banners “always” or “often”
- **46%** — 46% accept cookies less often than they did three years ago
- **36%** — 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.

![](https://usercentrics.com/wp-content/uploads/2025/07/Data-1.svg?v=4f563ae87e071c2f)

44% want transparency about how data is used

![](https://usercentrics.com/wp-content/uploads/2025/07/Security-guarantee.svg?v=729cb5c16f502723)

43% expect strong security guarantees

![](https://usercentrics.com/wp-content/uploads/2025/07/Control-Shared-Data-1.svg?v=af794ab411710763)

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.

![](https://usercentrics.com/wp-content/uploads/2025/07/Understand.svg?v=5f1171817dbc20e1)

77% don’t fully understand how their data is handled

![](https://usercentrics.com/wp-content/uploads/2025/07/Rights.svg?v=12c0e974e3bdbe7b)

40% believe they have rights, but don’t know what they are

![](https://usercentrics.com/wp-content/uploads/2025/07/Trust.svg?v=f9ef3f12f64c94bf)

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.

## Download The State of Digital Trust in 2025 report

Get deep insights with this free report into how you can adopt Privacy-Led Marketing strategies to build long-term trust with consumers.

---

## Footer

### Products
- [Usercentrics Web CMP](https://usercentrics.com/website-consent-management/)
- [Usercentrics App CMP](https://usercentrics.com/in-app-sdk/)
- [Usercentrics CTV CMP](https://usercentrics.com/usercentrics-ctv-cmp/)
- [Usercentrics Privacy Policy Generator](https://usercentrics.com/privacy-policy-generator/)
- [Server-side Tagging Solution](https://usercentrics.com/server-side-tracking-solution/)
- [Usercentrics Preference Manager](https://usercentrics.com/preference-management/)
- [Audience Unlocker](https://usercentrics.com/audience-unlocker/)
- [Integrations](https://usercentrics.com/integrations/)
- [Web compliance scan](https://usercentrics.com/privacy-compliance-scanner/)
- [App compliance scan](https://usercentrics.com/app-data-privacy-audit/)
- [ROAS Calculator](https://usercentrics.com/roas-calculator/)

### Solutions
- [Data Privacy Regulatory Compliance](https://usercentrics.com/data-privacy-regulatory-compliance/)
- [Marketing Performance Optimization](https://usercentrics.com/marketing-performance-optimization/)
- [Migration](https://usercentrics.com/migration/)
- [Media & Publishing](https://usercentrics.com/media-publishing/)
- [Retail & Ecommerce](https://usercentrics.com/retail-ecommerce/)
- [Banking, Finance & Insurance](https://usercentrics.com/banking-finance-insurance/)
- [Healthcare & Pharmaceuticals](https://usercentrics.com/healthcare-pharmaceuticals/)
- [Gaming](https://usercentrics.com/gaming/)
- [Education](https://usercentrics.com/education/)
- [Automotive](https://usercentrics.com/automotive/)
- [Travel & Hospitality](https://usercentrics.com/travel/)

### Regulations
- [GDPR (EU)](https://usercentrics.com/gdpr/)
- [GDPR (UK)](https://usercentrics.com/uk-gdpr/)
- [CCPA (California)](https://usercentrics.com/ccpa/)
- [TCF v2.3 (IAB)](https://usercentrics.com/cmp-for-publishers/)
- [DMA (EU)](https://usercentrics.com/digital-markets-act-dma/)
- [Amazon Consent Signal](https://usercentrics.com/usercentrics-cmp-and-amazon-consent-signal/)
- [Google Consent Mode (EU)](https://usercentrics.com/usercentrics-cmp-and-google-consent-mode-v2/)
- [Microsoft UET Consent Mode (EU)](https://usercentrics.com/usercentrics-cmp-and-microsoft-consent-mode/)
- [Microsoft Clarity Consent Mode](https://usercentrics.com/usercentrics-cmp-and-microsoft-clarity-consent-mode/)
- [View all regulations](https://usercentrics.com/regulations-and-frameworks/)

### Resources
- [Blog](https://usercentrics.com/knowledge-hub/)
- [Whitepapers](https://usercentrics.com/whitepapers/)
- [Checklists](https://usercentrics.com/checklists/)
- [Courses](https://courses.usercentrics.com)
- [Case studies](https://usercentrics.com/case-studies/)
- [Privacy-Led Marketing](https://usercentrics.com/privacy-led-marketing/)
- [Events](https://usercentrics.com/webinar/)
- [CONSENTED podcast](https://usercentrics.com/consented/)
- [Guides](https://usercentrics.com/guides/)
- [Release notes](https://releases.usercentrics.com/en)
- [Developer documentation](https://usercentrics.com/docs/)
- [RFI template](https://usercentrics.com/resources/usercentrics-rfi-template/)
- [Customer directory](https://usercentrics.com/usercentrics-customer-directory/)

### Company
- [About us](https://usercentrics.com/about-us/)
- [Press](https://usercentrics.com/press/)
- [Our offices](https://usercentrics.com/contact/)
- [Trust center](https://trust.usercentrics.com/)
- [Careers](https://usercentrics.com/career/)
- [Open positions](https://apply.workable.com/usercentrics/)
- [Diversity and inclusion](https://usercentrics.com/dei/)

### Support
- [General support](https://support.usercentrics.com/hc/en-us)
- [Contact sales](https://usercentrics.com/book-a-consultation/)
- [Technical support](https://support.usercentrics.com/hc/en-us/requests/new)
- [Billing and account](https://support.usercentrics.com/hc/en-us/categories/12253804608156-Account-and-billing)
- [Suggest a feature](https://support.usercentrics.com/hc/en-us/requests/new?ticket_form_id=10610312381340)
- [Partner login](https://partnerportal.usercentrics.com/)
- [Partner program](https://usercentrics.com/partner-program-overview/)
- [Affiliate program](https://usercentrics.com/affiliates/)