The Personalization vs. Privacy Balancing Act

By the end of this year, Google Chrome is expected to fully phase out third-party cookies — and their demise signals a fundamental shift in how brands collect consumer data. Marigold’s 2024 U.S. Consumer Trends Index points out that a thoughtful direct-to-consumer approach to solicit zero-party data will be paramount as a heavier emphasis is placed on data privacy. 

Satisfying consumer desire for personalization doesn’t necessarily need to be based on indirect tracking tools and location-targeted ads, which Marigold’s study found to be considered “creepy” among U.S. consumers. 

A few stats that brands should keep in mind as they craft customer relationship strategies going forward: 

• 81% of U.S. consumers find personalized birthday offers to be “cool.” 
• 77% enjoy product recommendations that align with past purchases.  
• 74% of U.S. consumers like it when brands remind them via email about abandoned items in online shopping carts. 
• One simple best practice is to offer a preference form that covers opt-ins and outs for data usage and a checklist for the types of messages contacts

To get more insights into the latest U.S. consumer behaviors and preferences, download Marigold’s Trend Index here.