Consumers are becoming more conscious about how companies gather, store, and access their personal data. Changing expectations for data privacy have been driven by high-profile data breaches, newly enacted privacy laws, and increasing fears of AI. International Association of Privacy Professionals has found that privacy is a growing factor in purchase decisions and brand trust. Below are ten consumer behavior changes that have come about due to increased privacy expectations.
People Care More About Their Data
Cisco’s Consumer Privacy Survey found that 75% of consumers indicated they would not buy from businesses they would not trust with their data. Hence, they quickly change companies due to data policies or data-sharing practices.
Trust Is Influencing Buying Decisions
According to a report from PwC, the public is more likely to purchase from businesses they know are trustworthy and is less inclined to buy from companies that are not ensuring the security of their information.
Consumers Want More Control
According to Cisco’s global privacy research, data transparency is the top factor driving consumer trust, with 81% of respondents stating that how a business treats personal data reflects its respect for customers.
Data Breaches Affect Brand Reputation
Poor data protection can cost companies a lot, with the average cost of a data breach at $4.88 million in 2024, according to a study conducted by IBM’s Cost of a Data Breach Report.
Privacy Policies Matter More
As consumers become more conscious about how their information is being utilized, privacy practices are becoming more of a priority for organizations, according to an International Association of Privacy Professionals (IAPP) report.
People Are Becoming More Selective Online
It would not be wrong to say that consumers are growing more wary of providing personal data and are actively assessing digital services’ privacy policies, according to Deloitte research.
Regulations Are Raising Expectations
The European Union’s General Data Protection Regulation (GDPR) and other state privacy laws in the United States have raised consumer awareness about their rights to privacy in the collection and use of their personal data.
Privacy Is Becoming a Competitive Advantage
Cisco’s research confirms that robust data privacy is a competitive differentiator, yielding strong operational and financial returns well beyond basic regulatory compliance.
AI Is Creating New Privacy Questions
As AI becomes more widespread, research by PwC and Deloitte reveals that consumer concerns about how their personal data is collected, analysed and used are increasing.
Consumers Expect More Transparency
People are becoming more and more demanding for transparency about how companies treat their information and that they act responsibly, Edelman’s Trust Barometer says.
