PrivacyPrivacy stewardship is a key pillar of branding in a hyper-digital world and is increasingly valued by customers. One survey showed that consumers are becoming intentional about the types of data they share—and with whom. They are much more likely to share personal data necessary for their organizational interactions. Furthermore, the survey findings revealed that consumers feel most comfortable sharing data with providers in healthcare and financial services, even though overall trust ratings across industries remain low, with no industry achieving even a 50 percent trust rating for data protection.