In today’s digital economy, consumer products and consumer packaged goods (CPG) brands are at a pivotal crossroads. Historically separated from end consumers by retailers and distributors, CPG brands have long struggled to build direct relationships with their customers. Now, as privacy regulations tighten and third-party cookies disappear, the imperative is clear: CPG brands must adapt, forging direct, trust-based relationships with consumers through innovative value exchanges, loyalty programs, and direct-to-consumer (D2C) channels—all while leveraging Customer Data Platforms (CDPs) to unify and activate first-party data.
The deprecation of third-party cookies and the rise of privacy-first regulations such as GDPR and CCPA have fundamentally changed the data landscape. For CPG brands, this shift is particularly acute. Traditionally, these brands have relied on retailers for consumer insights, limiting their ability to personalize experiences or build loyalty directly. As digital engagement becomes the norm and consumers demand more control over their data, CPG brands must find new ways to connect, earn trust, and deliver value.
At the heart of a successful data strategy lies a simple but powerful principle: consumers are willing to share their data if they receive clear, tangible benefits in return. This value exchange is the foundation of trust. Research consistently shows that a significant portion of consumers feel uneasy about how their data is used, with many believing their data is worth more than the services they receive. For CPG brands, the opportunity is to close this gap by:
Loyalty programs, digital communities, and D2C channels are powerful mechanisms for establishing this value exchange. By inviting consumers to participate in these programs, CPG brands can collect first-party data with explicit consent, deepening engagement and fostering long-term loyalty.
The shift to D2C models is transforming the CPG landscape. By selling directly through branded websites, apps, or subscription services, CPG brands can:
Loyalty programs further enhance this approach by rewarding consumers for engagement and data sharing. Whether through points, exclusive experiences, or tailored offers, these programs create a mutually beneficial relationship—consumers receive value, and brands gain actionable insights.
A major barrier for CPG brands is the fragmentation of data across multiple touchpoints and partners. CDPs are essential for overcoming this challenge. A CDP unifies data from all sources—D2C sites, loyalty programs, social media, and more—into a single, actionable customer profile. This enables CPG brands to:
By investing in a modern CDP, CPG brands can future-proof their data strategies, reduce reliance on external data brokers, and unlock new revenue streams through data-driven innovation.
With consumers increasingly aware of their rights and the risks of data misuse, privacy is no longer just a compliance checkbox—it is a core component of brand trust. CPG brands must adopt a privacy-by-design approach, embedding transparency, security, and user control into every aspect of the data lifecycle. Key actions include:
Brands that lead with transparency and empower consumers with control will differentiate themselves, earning deeper trust and richer data in return.
To thrive in the cookieless, privacy-first future, CPG brands should:
Building consumer data trust is not just about risk mitigation—it is a strategic lever for growth. CPG brands that lead with transparency, control, and value will unlock richer data, deeper engagement, and stronger loyalty. As privacy-sensitivity becomes a new axis of personalization, the ability to adapt to individual preferences will define the next generation of customer-centric CPG brands.
At Publicis Sapient, we help CPG organizations navigate the complexities of data strategy, privacy, and digital transformation. By translating global consumer insights into actionable strategies, we empower brands to build trust, create value, and thrive in the data-driven future.
Ready to build a data trust advantage? Connect with Publicis Sapient to learn how we can help you turn consumer insights into business impact.