Do People Trust Brands to Protect Their Personal Data?

According to recent research from Twilio Segment, 65% of consumers worry their personal data is being collected by brands without their permission, and only 40% trust brands to keep their data secure. 60% of consumers say trustworthiness and transparency are the most important traits of a brand, while 63% are fine with personalization as long as businesses are using their own data.

The report was based on data from a survey conducted in April and May, 2022, among 3,402 respondents from around the world. 65% of consumers worry their personal data is being collected by brands without their permission, and only 40% trust brands to keep their data secure. 60% of consumers say trustworthiness and transparency are the most important traits of a brand, up five percentage points from 2021.

Some 63% of consumers say they are fine with personalization as long as businesses are using their own data and not purchased data. The survey showed that trustworthiness and transparency are the most important traits of a brand, with 65% of consumers worrying their personal data is being collected without their permission.