# In Data We Trust

> 71% of PwC’s “Complexity of Trust” study respondents said they would buy less from a business that lost their trust. Out of that, 73% said they would spend significantly less. Privacy is now a top consideration and focus for organizations.

- Canonical: https://trial.futurumgroup.com/insights/in-data-we-trust/
- Kind: Insight
- Published: 2022-12-19T17:25:14.000Z
- Updated: 2023-10-03T18:52:01.000Z
- Publisher: Futurum
- Practice areas: [Cybersecurity](https://trial.futurumgroup.com/practice-areas/cybersecurity-resilience/), [Enterprise Software](https://trial.futurumgroup.com/practice-areas/enterprise-software-digital-workflows/)

71% of PwC’s “Complexity of Trust” study respondents said they would buy less from a business that lost their trust. Out of that, 73% said they would spend significantly less. Privacy is now a top consideration and focus for organizations. Any business that is data-driven, that requires personal data to be processed, needs to prioritize data privacy and have a thoughtful perspective on how data is collected and used. Customers may provide less data, but at the same time expect an organization to deliver relevant and personalized experiences. This is a challenge for all businesses: to have a benefit-driven conversation with customers, led by privacy. The Customer Data Platform (CDP) is the main enabler for this privacy-driven personalization. Download the ebook below to learn how to establish customer trust through privacy.