{"id":10660,"date":"2024-07-11T09:47:43","date_gmt":"2024-07-11T09:47:43","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=10660"},"modified":"2024-07-11T09:47:45","modified_gmt":"2024-07-11T09:47:45","slug":"consumer-data-privacy-tactics-win-over-customers","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/consumer-data-privacy-tactics-win-over-customers\/","title":{"rendered":"4 Consumer Data Privacy Tactics to Win Over Mistrustful Customers"},"content":{"rendered":"\n<p>We\u2019re living in strange times. With the rise of fake news, deep fake videos, artificial intelligence (AI), and ransomware attacks, it\u2019s no wonder that&nbsp;consumers are growing more distrustful of institutions&nbsp;and&nbsp;increasingly hesitant to share their data. Mistrust is the new attitudinal default, and it shows up repeatedly in consumer surveys. For example, our <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the Connected Customer Report<\/a> found that 32% of customers globally don\u2019t trust companies to respect their privacy or use their information responsibly and 43% don\u2019t trust companies to use AI ethically.<\/p>\n\n\n\n<p>Given these attitudes, it\u2019s easy for some <a href=\"https:\/\/www.salesforce.com\/eu\/marketing\/data\/\">data-dependent marketers<\/a> to lose hope or feel it\u2019s too late to recapture lost trust. However,\u00a0our report also shows that consumers <em>are<\/em> willing to share data comfortably as long as the following certain conditions are met:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Transparency.<\/strong>\u00a0Consumers want to understand what data brands have and how they\u2019re using it.<\/li>\n\n\n\n<li><strong>Value<\/strong>.\u00a0Consumers feel there\u2019s a clear link between the data they\u2019re sharing and the value they\u2019re receiving.<\/li>\n\n\n\n<li><strong>Control.<\/strong>\u00a0Consumers want and expect the ability to control their personal data, retain the right \u201cto be forgotten\u201d, and actively manage their privacy preferences.<\/li>\n<\/ul>\n\n\n\n<p>We stand at the doorstep of a completely transformed way of doing business, with brands increasingly using AI to enhance operations. But with mistrust rife, it&#8217;s a crucial time to check in: how can companies responsibly implement AI to ensure trust and <a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=sf.data_protection_and_privacy.htm&amp;language=en_US&amp;type=5\">data privacy<\/a>? Let\u2019s take a look.<\/p>\n\n\n\n<div class=\"layout-seven wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Take the Next Step with the World&#8217;s #1 CRM for AI<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Unleash the benefits of AI while protecting the privacy and security of your data<strong> <\/strong>with our Einstein 1 Platform.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/eu\/products\/\">Learn More<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-seven.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-seven.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-strategies-for-enhancing-consumer-trust-in-data-privacy-and-personalisation\"><strong>Strategies for Enhancing Consumer Trust in Data Privacy and Personalisation<\/strong><\/h2>\n\n\n\n<p>Brands that advertise are going to have to master the art of gaining consumer trust. How? We asked consumers how <a href=\"https:\/\/www.salesforce.com\/eu\/marketing\/ai\/\">marketers could best balance<\/a> their need for privacy with the desire for real, personalised communication from brands. Here\u2019s what we heard:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-don-t-talk-about-people-behind-their-back\">1. <strong>Don\u2019t talk about people behind their back<\/strong><\/h3>\n\n\n\n<p>It turns out that we dislike gossip online just as much as we do in real life. How we feel about sharing information depends both on the type of information and the way it\u2019s shared. Consumers are more comfortable with open <a href=\"https:\/\/www.businesswire.com\/news\/home\/20180411005385\/en\/New-Research-from-Vision-Critical-Reveals-Two-Thirds-of-Consumers-Would-Comfortably-Share-Personal-Information-if-Brands-Were-Open-About-its-Use\">\u201cdirect sharing\u201d<\/a> than they are with covert sharing, which is when companies use our data without our explicit permission. Using transparent data collection methods can restore interest and rebuild trust. <br>Bottom line: tell people directly how you\u2019re gathering their data and why.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-give-users-more-control-over-their-personal-data\"><strong>2. Give users more control over their personal data<\/strong><\/h3>\n\n\n\n<p>When developing AI strategies, <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">49% of customers<\/a> globally\u00a0are more likely to trust businesses with their data when they\u2019re given control over what\u2019s collected about them. Customers want transparency into their privacy options and the agency to make their own decisions. With laws in place such as the <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/gdpr-customer-relationship-lessons-learned\/\">General Data Protection Regulation (GDPR)<\/a>, you need to export customer-related data only when requested to stay compliant. Customers must have a say in how you use their data \u2014 after they provide you with their preferences, be sure to honour them. <br>Bottom line: give customers greater control over their data privacy and preferences.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-explain-the-benefits-of-sharing-first-person-data-in-concrete-positive-terms\"><strong>3. Explain the benefits of sharing first-person data in concrete, positive terms<\/strong><\/h3>\n\n\n\n<p>Our <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the Connected Customer Report<\/a>\u00a0found that globally 80% of business buyers and 68% of consumers say they\u2019d be more likely to trust a company with their personal data if its use was clearly explained. It\u2019s up to businesses to describe the privacy value exchange as concretely and positively as it can \u2014 stay positive and benefits-focused since there\u2019s evidence that mentioning risks makes people nervous. It\u2019s important to find the balance between privacy and personalisation. That is the need to build a rewarding and relevant experience in the context of an environment that makes data sharing ethical and safe. <br>Bottom line: paint a picture of the tangible benefits resulting from sharing data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-remember-people-are-different\"><strong>4. Remember, people are different<\/strong><\/h3>\n\n\n\n<p>It\u2019s often assumed that views on online privacy and ad targeting are demographically determined. While <a href=\"https:\/\/www.salesforce.com\/blog\/how-millennials-and-gen-z-are-different\/\">Millennial and Gen Z consumers<\/a> are thought to be &#8220;cultural paranoids&#8221;, and Boomers and Gen Xers more relaxed, it turns out that these attitudes are more closely linked to personality than age. So, the privacy conversation will be different with different groups, and how we feel about privacy is unlikely to be segmented strictly by age, gender, or income. The groups that are actively concerned about their privacy might simply need more information \u2014 and the more the better. Those who are resistant to all forms of <a href=\"https:\/\/www.salesforce.com\/eu\/marketing\/personalization\/\">data-driven personalisation<\/a> need more reassurance. It\u2019s up to your team to figure out which psychographic segment each consumer inhabits. <br>Bottom line: use your customer insights and data science teams to discover which groups are the most sceptical or which ones are open to personalisation.<\/p>\n\n\n\n<p>Remember, you can always try something different. Ask people to share data after you\u2019ve given them something of value. Be explicit. Ask them how they feel. Give them the remote. The human rules still apply; trust is something that is earned, not just given.<\/p>\n\n\n\n<p>But winning over mistrustful customers to ensure data privacy isn\u2019t always easy. AI can help.<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">Stay informed about data privacy<\/h2>\n\t\t\t<p>Learn about the latest data privacy laws and obligations that apply to your organisation. Level up with this lesson on Trailhead, Salesforce\u2019s free online learning platform.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/data-privacy\" target=\"_blank\" rel=\"noreferrer noopener\">Start Learning Now<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+400 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Module<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/data-privacy\" target=\"_blank\" rel=\"noreferrer noopener\">Data Privacy<\/a> <\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-winning-over-mistrustful-customers-with-ai\"><strong>Winning over mistrustful customers with AI<\/strong><\/h2>\n\n\n\n<p>As AI is increasingly integrated into day-to-day operations, customers \u2014 wary of the risks \u2014 demand a thoughtful approach built on trust. In fact, <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">80% of customers<\/a> globally say it&#8217;s important for humans to validate AI\u2019s outputs. This hesitation creates an opportunity for companies to drive differentiation through tech strategies grounded in trust and human connection.<\/p>\n\n\n\n<p>At Salesforce, we understand the importance of trust and data privacy. Our <a href=\"https:\/\/www.salesforce.com\/eu\/artificial-intelligence\/trusted-ai\/\">Einstein Trust Layer<\/a> promotes the responsible use of AI across organisations by protecting the privacy and security of data and improving the safety and accuracy of AI results. With features like dynamic grounding, zero data retention, and data masking, it\u2019s designed to help you unleash the power of AI without compromising your safety or security standards.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dynamic Grounding.<\/strong> You can embed AI prompts in factual data and relevant context with <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/playbook\/ai-guide\/\">dynamic grounding<\/a>. This prevents AI hallucinations, or incorrect responses not grounded in fact or reality.\u00a0<\/li>\n\n\n\n<li><strong>Zero-Data Retention.<\/strong> No customer data is stored outside the organisation with <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/ai-without-the-angst\/\">zero retention<\/a>. Generative AI prompts and outputs are never stored nor retained by \u200c\u200cthird-party large language models (LLMs). They simply vanish.<\/li>\n\n\n\n<li><strong>Data Masking.<\/strong> You can hide sensitive data types like personally identifiable information and payment card industry information before sending AI prompts to LLMs and configure masking settings to your organisation\u2019s needs with data masking.<\/li>\n<\/ul>\n\n\n\n<p>Data privacy is not just a nice-to-have. It\u2019s a crucial element that takes centre stage in building trust. With AI, you can deliver strong, effective data privacy, governance, and precautions \u2014 so data stays private, and customers stay satisfied.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Build Trust and Data Privacy with Einstein Trust Layer<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Unleash the power of generative AI without compromising your safety or security standards.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/eu\/artificial-intelligence\/trusted-ai\/\">Learn More<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Brands must be transparent with how they use data to gain consumers\u2019 trust. Find out more on data privacy best practices.<\/p>\n","protected":false},"author":111,"featured_media":10661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"e0c569cda0e74c5e8a4a1bf09ed1eae4","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[11,43,236,238,251],"sf_content_type":[],"coauthors":[26],"class_list":["post-10660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-data-culture","sf_topic-personalization","sf_topic-customer-data-cloud","sf_topic-customer-relationships","sf_topic-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Consumer Data Privacy Tactics to Win Over Mistrustful Customers - Salesforce<\/title>\n<meta name=\"description\" content=\"Brands must be transparent with how they use data to gain consumers\u2019 trust. Find out more on data privacy best practices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/blog\/consumer-privacy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Consumer Data Privacy Tactics to Win Over Mistrustful Customers\" \/>\n<meta property=\"og:description\" content=\"Brands must be transparent with how they use data to gain consumers\u2019 trust. 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