According to a recent survey, almost 80% of Britons are distrustful of how companies use their personal data. Many respondents are those who accept connectivity as integral to society, yet fear they've relinquished control. In future, they will be the most demanding over how the complex details of their lives are stored and used. If a brand is to be truly trusted, it must satisfy their concerns and develop a mutually beneficial "value exchange" with the customer in which the given data is protected, valued and not secretly monetised.
