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Report Shows How Marketers Can Balance Consumer Demand For Privacy and Personalization

Survey data from Marigold emphasizes the growing importance of a direct-to-consumer approach to zero-party data

As the digital landscape evolves, so do consumer expectations regarding data privacy and personalization.

That’s becoming both increasingly clear and critical, with Google Chrome poised to fully phase out third-party cookies by the end of 2024, sparking a fundamental shift in how brands collect consumer data.

Relationship marketing pioneer Marigold has highlighted the importance of balancing consumer privacy with personalization capabilities through recently unveiled insights from its 2024 U.S. Consumer Trends Index, emphasizing the growing importance of a direct-to-consumer approach to zero-party data.

According to the study, U.S. consumers are increasingly wary of indirect tracking tools and location-targeted ads, often perceived as invasive or “creepy.” Instead, consumers are gravitating toward personalized experiences that respect their privacy.

Key statistics from Marigold’s report include:

  • 81% of U.S. consumers view personalized birthday offers positively.
  • 77% enjoy product recommendations that align with their past purchases.
  • 74% of U.S. consumers appreciate brands that remind them via email about abandoned items in online shopping carts.
  • Marigold recommends that brands adopt a customer-centric approach by offering preference forms that allow consumers to manage their data usage preferences easily. By providing clear opt-ins and outs for data usage, as well as offering a checklist for the types of messages contacts receive, brands can build trust and enhance the customer experience.

    To meet the evolving demands of consumers in the digital age, brands must prioritize transparency and personalization. This research underscores the importance of a direct-to-consumer approach to data collection, emphasizing the value of zero-party data in driving meaningful engagement.

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

    About Marigold

    Marigold is a global martech leader focused on delivering relationship marketing solutions that are helping over 40,000 brands and organizations worldwide to find their customers, get to know them, and ultimately turn them into superfans. The company offers industry-tailored martech, email and loyalty solutions -  Marigold Grow, Marigold Engage, and Marigold Loyalty - that support the entire customer lifecycle and make it easy for brands to create long-term relationships, build loyalty and grow their businesses. Find out more at

    Follow Marigold on LinkedIn.