Consumers in the US are no longer passively engaging with brands online; they’re actively scrutinizing how their data is handled. This growing awareness among consumers about their privacy demands that businesses provide more transparency, security, and control over personal information.
Let’s look at the current state of data privacy in the US, unpack what it means to be “privacy-conscious,” and explore what businesses can do to make consumers happier in an evolving landscape.
The meaning of “privacy-conscious”: How did we get here?
Privacy-conscious consumers prioritize protecting their data online and expect businesses to care about the security of their personal information. This mindset goes beyond basic awareness; these individuals make deliberate choices based on how brands manage their data.
For example, a privacy-conscious consumer is more likely to:
- Avoid businesses with poor privacy practices, like those without a clear privacy policy or poor account security
- Review privacy policies before agreeing to share personal data
- Adjust personal settings to minimize data collection
- Use privacy tools like ad blockers, VPNs, and password managers
It’s important to note that while the average consumer may not go through the trouble of customizing their privacy settings for every account, website, or app, the hypervigilant ones who do may be the ones sparking lawsuits that ultimately garner media attention and lead to big consequences for businesses.
That’s why it’s essential for businesses to adapt to consumer expectations, evolving technologies, and the requirements of relevant data privacy laws.
Learn all about The State of Digital Trust in 2025 in our report.
The state of privacy laws in the US
Unlike in the EU, where GDPR reigns supreme, there isn’t a single, unified Federal privacy law in the US as of 2025. This means that companies must navigate state-level regulations, with 21 states currently having their own privacy laws. This fragmented system also requires organizations that are operating internationally to stay informed about data privacy laws in other countries to ensure compliance globally.
All of the regulations aside, the average American consumer doesn’t particularly know or care about the laws — they care about their own data and control over that data.
How US consumers feel about data privacy
So how do Americans view data privacy in 2025? Here are some recent insights:
- Mistrust is widespread: Only 47 percent of consumers trust the online services they use to protect their data, according to Deloitte’s Digital Media Trends study.
- Regulatory demand is bipartisan: Pew Research reveals that 78 percent of Democrats and 68 percent of Republicans want to increase government regulations on how companies use personal information (Pew Research).
- Skepticism of privacy policies: More than half of Americans (56 percent) admit to routinely clicking “agree” on privacy policies without reading them fully, signaling frustration with opaque disclosures (Pew Research).
These stats highlight a paradox: While Americans feel they lack control over their personal data, they remain unsure how to protect it or place their trust wisely. This is where businesses can help lead the way.
Privacy best practices for businesses and marketers
There are a host of ways that businesses can meet their legal data privacy requirements while creating great user experiences and building trust with their audiences. We look at some best practices.
1. Focus on zero-party data and first-party data
Zero-party data refers to information that consumers voluntarily and proactively share with a business. This can include preferences, purchase intentions, and personal insights provided through surveys, quizzes, or direct interactions.
First-party data is collected directly by businesses from and about their customers through their own platforms, such as website analytics, purchase histories, or account details.
These data collection methods are considered the best for both consumers and businesses because they prioritize transparency and consent and data quality is generally higher.
For consumers, this enables greater control over what information is shared and limits the misuse of their data. For businesses, zero-party and first-party data often results in more accurate, reliable insights that can enhance personalization and build trust.
2. Put privacy front and center (but keep it simple)
Companies need to take a proactive approach to privacy by clearly communicating their data practices to customers. This is not only important for good user experience; it’s a legal requirement under pretty much all regulations.
Outline exactly what data is collected, how it will be used, and which partners, if any, it will be shared with. Make it clear what users’ rights are and how to exercise them.
Use plain, straightforward language in privacy policies and notifications for transparency and accessibility. By simplifying these communications, businesses can foster trust and demonstrate a genuine commitment to protecting customer information.
Whether offering opt-in preferences for cookies or enabling customers to adjust their data-sharing settings, businesses should empower users with control. Consider integrating a consent management platform (CMP) to manage these processes effectively.
3. Be mobile-friendly
When it comes to data privacy on mobile devices, the stakes are higher as screen space is at a premium and users are often less patient. Users expect quick, seamless interactions, so the user experience (UX) must be flawless.
Privacy settings and notifications need to be concise, easily accessible, and intuitive to navigate. Overcomplicated processes risk frustrating users and may lead to them abandoning the app or service altogether.
Employing clear visual cues, optimized designs, and streamlined workflows can help ensure that customers feel in control of their data without unnecessary friction. A mobile-first approach to privacy fosters trust and keeps users engaged.
4. Make privacy a value proposition
Data privacy can be a competitive differentiator. Highlight the steps your business takes to protect consumer information in your marketing and customer communications, and how choice leads to better experiences.
Talk about it in your marketing campaigns and social media content, but demonstrating it in the real world is what really shows you really respect privacy and user choice.
5. Appeal to multi-generational consumers
According to Cisco’s 2023 Consumer Privacy Survey, 42 percent of consumers aged 18–24 have asked organizations about their data holdings — a rate seven times higher than those aged 75 or older (6 percent).
Younger consumers are adopting tools like VPNs and encryption services, and demanding businesses be more transparent and accountable. With Gen Z poised to grow as a dominant economic force, brands that fail to modernize privacy standards risk alienating one of the most engaged consumer groups.
To appeal to privacy-conscious Gen Z consumers, emphasize digital safeguards like encryption, limited data tracking, and no data sales. Incorporating certifications (e.g. GDPR compliance) onto your site can serve as added assurances.
Of course, data privacy awareness is spreading across all generations, not just tech-native Gen Z. To empower older generations to take control over their data, ensure your privacy policies are written in plain language, avoiding overly technical jargon.
Provide easily accessible settings where users can manage their data preferences with just a few clicks. Incorporate visual aids, such as icons or step-by-step guides, to help simplify understanding.
Ensure that you employ accessibility best practices to ensure the broadest audience can actually inform themselves and make privacy choices.
Transparency is key. Regularly update users about privacy practices and changes while providing resources and customer support for questions or concerns. Empowering all users with clear, straightforward options fosters trust and strengthens loyalty.
Looking ahead
The rise of the privacy-conscious consumer reflects an irreversible shift in the US business landscape. Accountability is no longer optional; it’s the foundation of sustainable success. Customers now expect companies not just to comply with privacy standards but to exceed them.
If managing regulatory complexities feels overwhelming, tools like a consent management platform (CMP) can streamline compliance while fostering trust.
Want to learn how to strengthen your privacy practices and protect your brand’s reputation? Check out our CMP comparison guide and take your first steps toward future-proofing your data strategy today.
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