Privacy and Trust in a Digital World
Outlook: Privacy and Trust in a Digital World was commissioned by Glassbox and delivered by EY Sweeney to examine the growing tension between digital innovation and consumer trust. As organisations increasingly rely on personal data to personalise experiences, optimise performance and drive competitive advantage, the report was designed to understand how consumers perceive data collection, privacy and security in a rapidly evolving digital environment.
Set against a backdrop of heightened public scrutiny around data usage, the research sought to explore whether trust is becoming the defining differentiator in the digital economy. The study examines how consumers feel about the way their information is collected, managed and protected, and the extent to which this influences purchasing behaviour and brand loyalty. In doing so, it positions trust not as a compliance issue, but as a strategic imperative.
The report also investigates the value exchange at the centre of modern digital relationships. While organisations aspire to deliver predictive and personalised experiences, this requires deeper access to behavioural and personal data. The research explores the conditions under which consumers are willing to share their information, what types of data they consider more or less sensitive, and how transparency, consent and control shape their willingness to engage.
Importantly, the report highlights that privacy protection has become a baseline expectation rather than a competitive advantage. Security and ethical data governance are framed as foundational requirements for participation in the digital marketplace. Organisations that fail to demonstrate integrity risk losing customers, while those that can clearly articulate the benefits of data use, and operate with visible safeguards, have the opportunity to earn what the report terms a “trust advantage.”
Ultimately, the report provides leaders with an evidence-based understanding of how to strengthen digital relationships. It offers a strategic lens on how privacy, transparency and data stewardship can underpin long-term differentiation, loyalty and sustainable growth in an increasingly data-driven world.