Brands face a growing trust deficit and those who fail to act transparently could find themselves locked out of the conversation
In an era where data fuels everything from personalised ads to AI algorithms, a stark warning is emerging: consumers are rapidly losing trust not just in governments, but in businesses too.
For marketers, the alarm bells should be deafening.
New research from cybersecurity firm Malwarebytes paints a troubling picture.
Almost nine in ten people surveyed said they are worried about corporations misusing their personal data, while nearly three-quarters admitted they mistrust governments with the sensitive information stored on their smartphones.
The growing cynicism has been inflamed by headlines such as the British government’s demand for backdoor access to Apple’s encrypted user data, the high-profile bankruptcy of genetics testing company 23andMe, and the seemingly unstoppable rise of AI chatbots, whose insatiable hunger for data shows little sign of slowing.
Worse still, 89% of respondents expressed concern about AI tools exploiting their data without consent, while a weary 70% confessed they feel “resigned” to the reality that their personal information is already beyond their control.
Today’s consumers view almost every digital interaction from downloading an app to booking flights as a potential trap.
Malwarebytes warns that simple actions like playing a mobile game can expose users’ location data to hundreds of ad companies, while something as basic as searching for airline tickets on a Mac can trigger higher pricing algorithms.
Even car purchases, they caution, are increasingly linked to invasive data harvesting about personal habits and private lives.
Adding fuel to the fire, nearly 40% of users say they have quit social media platforms like X (formerly Twitter), TikTok, and Instagram altogether due to privacy concerns.
Yet, paradoxically, the overall number of active social media users globally continues to climb rising 4.1% over the past year to an eye-watering 5.25 billion identities, according to recent data from We Are Social.
This presents a double-edged sword for marketers: while the audience remains vast, its tolerance for misuse is vanishing.
Brands that continue to operate under the outdated assumption that “data is there for the taking” risk alienating consumers permanently.
Trust is the new currency and marketers who fail to treat it with the seriousness it deserves will find themselves shut out of increasingly sceptical digital spaces.
Transparency, consent, and ethical data practices are no longer optional add-ons; they are fast becoming survival strategies in a marketplace where reputation can be eroded with a single headline.
Consumers have made their fears clear.
The only question is: are brands truly listening or will they discover too late that trust, once lost, is almost impossible to buy back?
MARKETING Magazine is not responsible for the content of external sites.
he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
