A Wunderman Thompson survey of 1,000 consumers each in the U.S. and U.K. found that concerns about data privacy rank 4th—behind only the economy, the COVID pandemic and healthcare. Most consumers see the collection and use of their personal data as an opaque process, creating a “negative halo” for companies they associate with this. Consumers generally do not perceive the benefits to them of sharing personal data and desire greater control—without necessarily knowing how this could be done. Mazda’s Brad Audet said that best practice in communicating about data privacy must start with a focus on the consumer, not the company’s data needs. Citing the example of Amazon, he urged that companies “co-create opportunities with customers” to use data for personalization that creates real value for them. Otherwise, their concerns will add to the current “cascade of distrust” in government and other large institutions.