Technology and Consumer Trust: Why Responsible Data Practices Matter More Than Ever

By Jenny Holly Hansen | WBN News | May 4, 2025

In the digital age, data is one of the most valuable assets a business can possess—but also one of the most sensitive. As consumers interact with brands across websites, apps, and platforms, they leave behind a trail of personal information. From email addresses and purchase history to precise geolocation and biometric data, today’s businesses have unprecedented access to customer insights.

But with that power comes a crucial responsibility: earning and keeping consumer trust.

The Rise of Privacy Concerns

High-profile data breaches, misuse of personal information, and increasing surveillance have made consumers more cautious than ever. Studies consistently show that people are more likely to do business with companies they believe protect their privacy.

In response, governments around the world have introduced stronger privacy laws:

• General Data Protection Regulation (GDPR) in the European Union sets strict standards for transparency, consent, and data access.
• California Consumer Privacy Act (CCPA) gives California residents more control over how their personal data is collected, used, and sold.

Other regions, including Canada and several U.S. states, are following suit with similar regulations.

Why Consumer Trust is a Business Asset

For modern companies, trust is not just a “nice to have”—it’s a competitive advantage.

• Increased customer loyalty: People are more likely to stay loyal to brands that respect their privacy.
• Better engagement: When customers trust that their data is being used responsibly, they’re more willing to share it, enabling better personalization and service.
• Stronger reputation: Transparency builds credibility, while missteps can cause lasting reputational damage and costly legal battles.

Key Principles of Building Trust Through Technology

1. Transparency is Non-Negotiable
   Consumers want to know what data is being collected, why it’s needed, and how it will be used. Clear, accessible privacy policies and cookie consent notices are foundational.
2. Consent Must Be Meaningful
   Pre-checked boxes and buried terms don’t count. Consent needs to be informed, freely given, and easy to withdraw. Ethical design puts the user in control.
3. Data Minimization is Smart Practice
   Collect only what you need. The less data you store, the less risk you carry—and the more you signal to customers that you value their privacy.
4. Secure by Design
   From encryption to access controls, security measures must be built into every layer of your tech infrastructure. Regular audits and risk assessments help stay ahead of threats.
5. Give Customers Control
   Let users manage their preferences, download their data, or delete their profiles with ease. Empowering users reinforces their trust in your brand.
6. Be Proactive, Not Reactive
   Don’t wait for a breach or complaint to address privacy concerns. Prioritize compliance, invest in training, and communicate openly about your data ethics.

A Trust-Centric Approach to Technology

Embracing privacy doesn’t have to mean sacrificing innovation. In fact, businesses that embed trust into their tech stack are better positioned for long-term success. As AI and predictive analytics become more prevalent, ethical data practices will only grow in importance.

Consumers want digital convenience—but not at the cost of their dignity. Respecting privacy isn’t just a regulatory requirement; it’s a reflection of how much you value your customers.

In today’s hyper-connected world, trust is the new currency—and responsible technology is how you earn it.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance.

She is also a business development consultant with Impresario Partners, helping Canadian Business expand overseas.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

TAGS:  #Jenny Holly Hansen Technology #Consumer Trust #Privacy Concerns #General Data Protection Regulation (GDPR) #California Consumer Privacy Act (CCPA)