In today’s digital economy, data is the lifeblood of personalized experiences, innovative products, and enduring customer relationships. Yet, as organizations race to harness the power of customer data platforms (CDPs), a fundamental truth has emerged: trust—not data alone—is the new currency. The evolving relationship between brands and consumers is defined by a delicate balance: customers are willing to share their data, but only when they perceive clear value and have confidence in how their information is handled. This is the essence of the data value exchange.
Publicis Sapient’s global consumer research reveals a nuanced landscape. While 44% of consumers are not willing to share data with any company, a significant portion (36%) are open to sharing with select brands, and 20% are willing to share with any company. The key drivers behind this willingness are transparency, control, and perceived benefit. Over half of consumers say they would be more comfortable sharing data if they could see how it’s used (51%), control its use (53%), or delete it at any time (46%).
The motivations for data sharing are equally telling. Consumers are most likely to share their data in exchange for:
This underscores a simple but powerful principle: customers expect a tangible, mutually beneficial value exchange. They are not simply data sources—they are partners in a relationship built on trust.
Customer Data Platforms are uniquely positioned to facilitate this value exchange. By unifying data from multiple sources—web, mobile, in-store, loyalty programs, and more—CDPs enable brands to deliver seamless, personalized experiences. But the true differentiator is how CDPs can embed transparency, control, and consent into every interaction.
Transparency is foundational. Customers want to know what data is being collected, how it’s used, and what value they receive in return. Leading organizations are embedding transparency into their engagement processes, providing clear explanations and real-time access to data preferences. This not only meets regulatory requirements but also builds the trust necessary for deeper data sharing.
Empowering customers with control over their data is critical. CDPs can centralize consent management, allowing customers to opt in or out of specific uses, update preferences, and even request data deletion. This flexibility is not just a compliance checkbox—it’s a trust-building mechanism that reassures customers their choices are respected.
When customers see direct benefits—such as personalized offers, faster service, or exclusive rewards—they are more likely to participate in the data value exchange. Publicis Sapient’s research shows that 69% of consumers are likely to share data for personalized offers, 56% for recommendations, and 53% for personalized content. CDPs make it possible to activate these insights in real time, ensuring that personalization is both relevant and respectful.
To operationalize trust, organizations should adopt a holistic framework that spans technology, process, and culture:
Brands that get the data value exchange right see measurable benefits. Improved transparency and control drive higher customer satisfaction, loyalty, and lifetime value. Organizations using CDPs to power transparent, personalized experiences report increased conversion rates, stronger brand affinity, and reduced churn. In a world where customer expectations are rising and regulatory scrutiny is intensifying, trust is the ultimate competitive advantage.
Publicis Sapient is at the forefront of ethical data use and customer relationship management. Our global consumer research, deep industry expertise, and proven frameworks help organizations unlock the full potential of their CDP investments—by putting the customer, and their trust, at the center of every data strategy.
Ready to build a data value exchange that drives growth and loyalty? Let’s start a conversation about how your organization can lead with trust and transparency in the age of CDPs.