A new report from the Direct Marketing Association (DMA) found brands need to be much clearer with consumers about how and why they collect data if they are to gain consumers’ trust, Marketing Magazine reports. The report found trust was the most important factor for consumers deciding whether to share their personal information with a brand. Forty percent of respondents said trust outweighed freebies, discounts or tailored offers. While to date brands have been relying on consumers’ tacit understanding of the benefits and drawbacks of handing over their information, the DMA report said this lack of total transparency is unsustainable. “Without trust, brands will not grow,” said DMA CEO Chris Combemale.
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