In 2025, trust has been firmly established as the most valuable currency on the Internet and, for marketers, as the main brand differentiator. According to the study by Usercentrics, conducted together with Sapio Research after surveying 10,000 users in Europe (including Spain) and the United States, consumers have moved from accepting data collection without question to demanding transparency, control, and accountability.
The rise of artificial intelligence and the power wielded by Big Tech have made the use of personal data more visible, increasing users’ concerns. Sixty-two percent feel that they have become the product and fifty-nine percent feel uncomfortable knowing their information is used to train AI algorithms. This signals a turning point: compliance alone is no longer sufficient; brands must integrate privacy into their strategy and provide clear, respectful experiences from the very first click.
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Chapter 1 of the report indicates that AI is fundamentally transforming the way people relate to their own data. Forty-eight percent have less trust in machines than in humans to manage their information, while sixty-seven percent believe we rely too heavily on technology. Consumers will no longer accept vague promises of protection; they demand to know what data is being collected, how, and why.
This mistrust is also evident in their behavior. Chapter 2 highlights that forty-two percent always or often read cookie banners, and nearly half (46%) click ‘accept all’ less frequently than three years ago. This trend is particularly strong in continental Europe, with Spain among the countries where awareness of privacy issues has grown the most.
Moreover, thirty-six percent have manually adjusted privacy settings on websites or apps, and the same percentage have stopped using services due to privacy concerns. Nevertheless, the majority (65%) remain willing to share data, provided that clear explanations and tangible benefits are offered.
For brands, every consent request has become a critical moment: if poorly handled, it can undermine trust from the outset; if well designed, it strengthens the relationship. In this context, transparency transforms into conversion and loyalty, as the report suggests.
Not all brands or sectors inspire the same level of trust. According to Chapter 3, users primarily value three factors: transparency in data use (44%), security guarantees (43%), and the ability to restrict data sharing (41%).
The most regulated sectors, such as banking and the public sector, enjoy higher trust levels, while technology companies, social networks, and retail lag behind. For example, only 28% trust social networks, although this figure rises to 39% among Generation Z. Geography offers little advantage: users are almost equally cautious with U.S. companies (73%) as with Chinese companies (77%).
In this context, brands that clearly communicate their privacy practices and offer genuine user control will not only comply with regulations, but will gain credibility and competitive differentiation.
Despite users’ increasingly conscious behavior—for example, reducing their use of the ‘accept all’ option—there remains significant lack of understanding. Seventy-seven percent admit that they do not fully understand how brands collect and use their data. This gap is an opportunity for brands: to lead with education and transparency generates trust and competitive advantage.
Chapter 4 insists that companies must not limit themselves to legal compliance, but should become advocates for the user: utilizing consent management platforms (CMP), activating data responsibly, and measuring with practices such as server-side tagging, all communicated in a clear and positive manner.
Finally, Chapter 5 provides an action plan: communicate clearly, design consent banners as landing pages, use transparency as a differentiating element, and make information easily understandable for users. In this way, privacy shifts from being an obligation to a strategic lever that fosters trust, loyalty, and sustained growth.
This study by Usercentrics makes it clear that in 2025, privacy is no longer merely a legal requirement but an opportunity to create meaningful relationships and stand out in an increasingly demanding market. Brands that embed privacy at the heart of their strategy will be those that succeed in turning trust into their greatest asset.
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