Issue #2
The business of trust
Online gambling and data privacy in the UK: A roll of the dice?
Online gambling in the UK is a highly lucrative and fast-growing industry. But despite comprehensive regulation, it’s plagued by data privacy issues, security threats, and often provides players with few reliable protections. We look at the state of this popular industry.
Trust me, I’m a marketer
We look at the complicated business of trust. Current attitudes, how trust is not a single idea, and how businesses currently measure it. Plus, what trust means in a privacy and data protection context and some ideas about how to look at trust from a strategic business point of view.
Trust as an imperative in the age of AI
AI content is now indistinguishable from human-made. This new context changes the question from “was this made by AI?” to “can I trust who shared it?” We explore why trust is becoming the most critical brand asset and how marketers can future-proof relationships through transparency.
Privacy-Led Marketing
Third-party cookies may linger, but people and privacy aren’t waiting around
The future is privacy-led, whether or not Google got the message. The company’s plans to phase out third-party cookies in the Chrome browser were late to the party when they were announced, and were repeatedly delayed. By the time Google cancelled the phaseout all together, businesses, marketers, and privacy regulation were embracing a privacy-first future.
Data privacy
The evolution of Consent Management Systems (CMS): A look ahead to 2030
Consent Management Systems (CMS) are vital tools to meet the evolving demands of privacy laws, consumers, and technology. By 2030, CMS tech innovations will shape business operations, privacy compliance, and building trust with consumers.
Privacy-Led Marketing
Privacy-Led Marketing isn’t a compliance checkbox — it’s a brand differentiator
Privacy-Led Marketing is reshaping how brands connect and grow. Our 2025 study reveals consumers want transparency, accountability, and control. Trust is now brands’ most valuable currency, shifting privacy from compliance checkbox to a competitive advantage.
Privacy in the creator economy
Digital creators are reshaping privacy norms in an era of visibility and data trade-offs.
Luxury surveillance: When being tracked becomes a status symbol
From smartwatches to tailored wellness plans, data collection is increasingly seen as prestigious, and being tracked is no longer just a tech feature, but a luxury.
Data privacy
How public perceptions of privacy influence buying decisions
Data privacy, often seen as a challenge, is a growth opportunity. Companies are learning that the public is increasingly savvy and demanding about controlling their data. We explore evolving public perceptions, business challenges, and how technologies like blockchain offer a competitive edge.
AI
Data storytelling: The skill AI can’t replicate
AI is democratizing data analysis, but the most powerful differentiation remains human storytelling. Crafting meaningful narratives that drive action — even when the data isn’t perfect — is essential to secure stakeholder buy-in.
Marketing measurement
Beyond metrics: The rise of vibe marketing
What if the future of marketing isn’t about data, but about feel? In this Q&A, Jamie Bulman of Brandwatch unpacks vibe marketing, a rising approach that blends AI-driven efficiency with cultural intuition, giving privacy-conscious brands a new creative edge.
Understanding consent management
Consent management done wrong can cost you—learn how to get it right.