Cory is the Chief Executive Officer at BlueConic, a leading customer data platform.
Data privacy is at a turning point. While global regulations like GDPR once set a (relatively) clear path forward, privacy laws in the U.S. have fractured into a patchwork of state-by-state rules and support for GDPR has waned, particularly as the customer experience for consent is often so poorly implemented. A comprehensive federal policy now seems unlikely, leaving companies to navigate an increasingly complex compliance landscape.
But the real shift isn’t regulatory—it’s consumer-driven. People are demanding more control over how their data is being collected in addition to how it is being used. Companies that treat privacy as a one-time compliance project risk losing customer trust. The future of consumer data privacy won’t be dictated by laws alone—it will be shaped by companies that move beyond compliance and turn privacy into a competitive advantage.
Where Companies Are Falling Behind
When GDPR was introduced, companies scrambled to meet deadlines and avoid fines. But once the initial panic passed, many businesses slipped into a “set it and forget it” mindset, treating privacy as a box to check rather than an ongoing strategy. This approach doesn’t hold up in today’s world of generative AI, evolving consumer expectations, and fluctuating standards for data tracking within walled gardens. These factors introduce new complexities and uncertainties around data collection, usage and consent that require businesses to stay agile and proactive in their privacy strategies.
Another common mistake is relegating privacy as the sole responsibility of legal teams. Without cross-functional buy-in—from marketing to product development—privacy becomes reactive and inconsistent. Worse still, many brands view privacy as a compliance cost rather than a growth driver. To build trust and loyalty, a strong privacy strategy needs to be embedded in every department to ensure consistency and alignment across the organization.
Privacy Should Be A Business Strategy, Not A Compliance Obligation
Privacy should be a driving force for earning consumer trust. Consumers are more likely to willingly share their data with companies that are transparent about their data practices. When brands make privacy part of their value proposition, they turn it from a risk to be managed into a growth driver.
Forward-thinking companies are already making this shift. Rather than waiting for the next regulation to be enforced, they’re building privacy into every customer interaction and using it as a differentiator. Transparency isn’t just good ethics—it’s good business. The brands that prioritize privacy today will gain customer loyalty tomorrow.
How Companies Can Compete (Not Just Comply) On Privacy
If companies want to lead on privacy, they have to do more than meet minimum standards. Here’s how to do it:
Make Privacy Part Of Your Brand Promise
Don’t wait for regulators to force you into action. Own it. Be clear about what data you collect, why you collect it and how it benefits customers. Put your data principles front and center, just as you would your company’s brand values or ethical commitments. Privacy isn’t a compliance exercise—it’s a brand statement that reflects your company’s core values and builds deeper customer relationships.
Embed Transparency Into Every Customer Interaction
Privacy is a front-end experience, not a back-of-house process. Customers should be able to see, manage and control their data. This means intuitive privacy dashboards, easy opt-in/opt-out options and clear messaging around data usage. Transparency should be a part of every customer touchpoint, and companies must ensure their privacy practices are easy for customers to understand and navigate.
Treat Customer Data As Borrowed
Data is on loan from the customer—not your property. Companies that act like they “own” customer data are on the wrong side of history. Shift your mindset from “ownership” to “stewardship.” Collect only the data you expressly need, use it responsibly and be ready to return it when asked. By seeing data as a shared resource, companies demonstrate respect for customer autonomy and trust.
Deliver Value For Data, Every Time
Customers will share data if they get something in return. Personalized recommendations, faster checkouts and exclusive offers are all examples of value exchanges. The key is to be explicit about it. Don’t make customers guess the benefit—they should see it instantly. Clearly communicating the value strengthens the trust customers place in your brand.
The Path Forward: Lead, Don’t Follow
The future of privacy won’t be dictated by lawmakers—it will be written by companies bold enough to act. Companies that wait for the next compliance deadline will always be playing catch-up. By proactively prioritizing privacy and integrating it into every customer interaction, businesses can foster customer trust, deliver more value and future-proof their business. Lead or lose—the choice is yours.
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