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.

Three years ago, users barely looked at cookie banners before hitting ‘Accept all.’ Today, 42% actually read them. As privacy becomes an intentional choice, marketers are turning consent moments into brand-building opportunities through Privacy-Led Marketing.

Learn how to compliantly obtain and manage consent in Server-side GTM. Future-proof your marketing by only firing tags in your Google services once you’ve obtained valid user consent. Check out this useful “how to” article to boost your Privacy-Led Marketing.

Transparency builds trust. It’s also a requirement of data privacy laws — so it’s important for companies to get right. But consumer backlash over terms of service updates and perceived privacy violations remains common. We look at what transparency really means to your customers, why it’s not a one-time achievement, and how Privacy-Led Marketing can help.

In this interview, Dr. Christiane Lesmeister unpacks the evolving role of corporate communications in a media landscape that is constantly changing. From strategic storytelling to navigating AI and data, she explains how marketers can move forward with clarity, empathy, and purpose.

AI has accelerated a shift in digital trust. Consumers are more aware of how their data is used and more willing to walk away when expectations aren’t met. This article explores key insights from the 2025 report and why trust has become the new currency of brand growth.