Prioritising Privacy is Critical to Building Customer Trust

By Anushka Pandit

Prioritising Privacy is Critical to Building Customer Trust

Lucy Norman of The Very Group explores why a privacy-first, customer-centric data strategy is your best bet for impact in 2025.

As the privacy landscape tightens and third-party data continues to fade into the background, marketing in 2025 will demand a new kind of intelligence — one rooted in trust, transparency, and meaningful consent. “Prioritising data privacy and transparency is critical to building trust with your customers,” says Lucy Norman, Product Lead for Martech, Adtech and Data at The Very Group.

This privacy-first mindset isn’t just a compliance issue — it’s becoming a competitive edge. In a digital economy defined by noise and shrinking attention spans, brands that truly understand their audience and show up with relevance will win. 

We sat down with Norman to explore how a deeper, data-driven customer focus — built responsibly — is key to standing out and delivering measurable impact in the year ahead. Full interview:

What’s one trend or shift you believe will have the biggest impact on marketing in 2025? 

Keeping data safe has always been crucial, but in 2025 we expect this to become even more important meaning marketing strategies need to be able to thrive in a privacy first world.  

Prioritising data privacy and transparency is critical to building trust with your customers, which goes hand in hand with being able to build a robust first party data (1PD) strategy, with the customer at its core to enable marketers to deliver more personalised and targeted campaigns. Importantly a 1PD strategy should not merely be a response to regulatory requirements; it must be a fundamental and integrated component of your overall marketing approach.

What’s one challenge marketers must overcome to stay competitive this year?  

In today’s crowded digital marketplace where consumers have less disposable income, leveraging accessible, high-quality data to inform content and campaign strategies is essential. This approach enables the creation of impactful stand-out moments that will resonate with your audiences and deliver measurable results.    

If you could give one piece of advice to today’s marketing leaders, what would it be?  

Be customer obsessed – always place the customer at the heart of everything you do – whether it’s developing products, crafting experiences, or designing campaigns. Gain a deep data-driven understanding of your target audience to create immersive, meaningful interactions that truly resonate and delight. 

Lucy Norman will join Gareth Maritz, Managing Director of Maritz Consulting & VoiceCentre Ai and Hazem el Taha, Global Head of Marketing Technology, WPB at HSBC in a fireside chat on The MadTech Revolution Reshaping Customer Relationships.

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