Survey Shows Consumers Still Trust Brands but Want More Control over Data

A Janrain survey shows that U.S. consumers still generally trust brands but welcome consent-based relationships following the recent spate of breaches and controversies affecting data privacy. U.S. consumers demonstrated a surprising capacity for forgiveness and understanding, with nearly half of them willing to give brands a pass for data breaches as long as they are immediately informed about the attack and told how the company is responding. 42% report at least being open to forgiving the brand, while 7% refuse to forgive brands for allowing bad actors access to their personal data. 14% have lost all faith in an organization’s ability to protect their data.