Like any digital marketers, email teams are dealing with a very wary public. 

Almost two thirds of consumers are happy for brands to collect their data, but they are trying to assert more control, according to The State Of Digital Trust in 2025, a study from Usercentrics. 

To start with, 42% often or always read cookie banners. This signals “a shift that redefines consent as an ongoing dialogue, not a one-time ask,” the study says.  

In line with this, 38% in the U.S. click “accept all” less than they did three years ago, a number that grows to 46% worldwide. 

But the U.S. has the lowest opt-in rate of any of the countries surveyed: 38%. Second is the U.K., with 40%. 

Moreover, 35% of U.S. consumers accept essential cookies only, and 16% customize their settings to minimize data sharing.

Another 36% have adjusted their privacy settings, while 35% use ad blockers or privacy-centric browsers such as Firefox or Brave. And 36% have stopped using a website or deleted an app over privacy fears. 

What are consumers worried about? Of those surveyed, 59% are uncomfortable with their data being used to train AI models, and that includes 80% of Baby Boomers. And 48% trust AI less than humans with their personal data. 

In addition, 62% feel they have become the product, while 47% say society is overly reliant on certain technology products and services. 

Worldwide, 77% of consumers don’t fully understand how their data is being collected and used. And while 40% believe they have rights, they don’t know what they are. 

Moreover, 47% trust regulators to protect them and hold companies accountable. But 22% don’t. 

Trust varies with the vertical sector, with financial institutions ranking at the top:

• Banking and finance — 57%
• Government/public sector — 49%
• Medical and pharmaceuticals — 49%
• Technology services — 33%
• Social media platforms — 28%
• Technology hardware — 28%
• Travel and hospitality — 22%
• Retail — 21%
• Automotive — 13%

The relatively low ranking of technology and social media companies might be due to increasing scrutiny by regulators and media, the study says. However, 39% of Gen Z rank social platforms as trustworthy. 

What can brands do to improve trust? Consumers demand:

• Transparency about data use — 44%
• Strong security guarantees — 43%
• Ability to limit or control data sharing — 41%

“We’re witnessing a growing digital democracy where American consumers cast their votes with every click,” says Adelina Peltea, CMO at Usercentrics. “Respect for privacy has never been more critical, and brands that treat it as dialogue earn deeply-rooted trust and loyalty.