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Are consumers taking back control of their data?

Are consumers taking back control of their data?

Are consumers taking back control of their data?

Are consumers taking back control of their data?

Happy Horizon and Mollie are putting their heads together with 23 experts about personal data.

Happy Horizon and Mollie are putting their heads together with 23 experts about personal data.

Trust-and-security

Dec 8, 2023

Data is the new gold for companies. For years, they were free to do whatever they wanted with data. But calls for privacy are getting louder, and governments want to better protect consumers by giving them back control of their data.

But what's next as consumers become increasingly critical about sharing personal data? Is it then over and out for the data economy? And how do you deal with that as a company?

15 experts from the digital industry - including Happy Horizon and Mollie - conducted a study on possible changes in consumer behavior regarding the sharing of personal data and its impact on organizations. We summarize the main conclusions of the study for you.

Data is the new gold for companies. For years, they were free to do whatever they wanted with data. But calls for privacy are getting louder, and governments want to better protect consumers by giving them back control of their data.

But what's next as consumers become increasingly critical about sharing personal data? Is it then over and out for the data economy? And how do you deal with that as a company?

15 experts from the digital industry - including Happy Horizon and Mollie - conducted a study on possible changes in consumer behavior regarding the sharing of personal data and its impact on organizations. We summarize the main conclusions of the study for you.

Data is the new gold for companies. For years, they were free to do whatever they wanted with data. But calls for privacy are getting louder, and governments want to better protect consumers by giving them back control of their data.

But what's next as consumers become increasingly critical about sharing personal data? Is it then over and out for the data economy? And how do you deal with that as a company?

15 experts from the digital industry - including Happy Horizon and Mollie - conducted a study on possible changes in consumer behavior regarding the sharing of personal data and its impact on organizations. We summarize the main conclusions of the study for you.

Data is the new gold for companies. For years, they were free to do whatever they wanted with data. But calls for privacy are getting louder, and governments want to better protect consumers by giving them back control of their data.

But what's next as consumers become increasingly critical about sharing personal data? Is it then over and out for the data economy? And how do you deal with that as a company?

15 experts from the digital industry - including Happy Horizon and Mollie - conducted a study on possible changes in consumer behavior regarding the sharing of personal data and its impact on organizations. We summarize the main conclusions of the study for you.

1. New rules around e-privacy

Regulations surrounding the use of consumer data are in flux. Both Europe and local governments are working on stricter laws around e-privacy. Consider:

E-privacy Regulation (European)
Data Act (European)
Data Governance Act (European)
General Data Protection Regulation Implementation Act (Netherlands).

All these rules were created to better protect personal data and give consumers more control over their data (and especially: how companies use that data).

On the other hand, they also address the needs of businesses in a data-driven economy. Europe wants to create a fairer digital market and promote a competitive data market. The main focus here is the responsible sharing of data. By creating a secure environment for sharing data, consumers should become more confident in sharing their data.

Want to learn more about the new regulations?

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

Regulations surrounding the use of consumer data are in flux. Both Europe and local governments are working on stricter laws around e-privacy. Consider:

E-privacy Regulation (European)
Data Act (European)
Data Governance Act (European)
General Data Protection Regulation Implementation Act (Netherlands).

All these rules were created to better protect personal data and give consumers more control over their data (and especially: how companies use that data).

On the other hand, they also address the needs of businesses in a data-driven economy. Europe wants to create a fairer digital market and promote a competitive data market. The main focus here is the responsible sharing of data. By creating a secure environment for sharing data, consumers should become more confident in sharing their data.

Want to learn more about the new regulations?

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

Regulations surrounding the use of consumer data are in flux. Both Europe and local governments are working on stricter laws around e-privacy. Consider:

E-privacy Regulation (European)
Data Act (European)
Data Governance Act (European)
General Data Protection Regulation Implementation Act (Netherlands).

All these rules were created to better protect personal data and give consumers more control over their data (and especially: how companies use that data).

On the other hand, they also address the needs of businesses in a data-driven economy. Europe wants to create a fairer digital market and promote a competitive data market. The main focus here is the responsible sharing of data. By creating a secure environment for sharing data, consumers should become more confident in sharing their data.

Want to learn more about the new regulations?

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

Regulations surrounding the use of consumer data are in flux. Both Europe and local governments are working on stricter laws around e-privacy. Consider:

E-privacy Regulation (European)
Data Act (European)
Data Governance Act (European)
General Data Protection Regulation Implementation Act (Netherlands).

All these rules were created to better protect personal data and give consumers more control over their data (and especially: how companies use that data).

On the other hand, they also address the needs of businesses in a data-driven economy. Europe wants to create a fairer digital market and promote a competitive data market. The main focus here is the responsible sharing of data. By creating a secure environment for sharing data, consumers should become more confident in sharing their data.

Want to learn more about the new regulations?

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

2. How are consumers handling data now?

The survey of consumer behavior and attitudes toward online privacy reveals a striking disparity between what consumers say and what they do.

For example, 71% of respondents say that websites should not use their personal data. But in practice, it appears that they are willing to share their data anyway. Why is this?

Often consumers do not fully understand what data is collected about them, how it is used and with whom it is shared. This makes it very difficult to make the right choice.

Others take an indifferent attitude: they do not see the point of protecting their privacy and accept the terms because there is no escape.

Finally, there are consumers who are very conscious and careful with personal data. Although this is a minority.

Overall, we can say that most consumers currently still have too little knowledge about data to use it critically.

The survey of consumer behavior and attitudes toward online privacy reveals a striking disparity between what consumers say and what they do.

For example, 71% of respondents say that websites should not use their personal data. But in practice, it appears that they are willing to share their data anyway. Why is this?

Often consumers do not fully understand what data is collected about them, how it is used and with whom it is shared. This makes it very difficult to make the right choice.

Others take an indifferent attitude: they do not see the point of protecting their privacy and accept the terms because there is no escape.

Finally, there are consumers who are very conscious and careful with personal data. Although this is a minority.

Overall, we can say that most consumers currently still have too little knowledge about data to use it critically.

The survey of consumer behavior and attitudes toward online privacy reveals a striking disparity between what consumers say and what they do.

For example, 71% of respondents say that websites should not use their personal data. But in practice, it appears that they are willing to share their data anyway. Why is this?

Often consumers do not fully understand what data is collected about them, how it is used and with whom it is shared. This makes it very difficult to make the right choice.

Others take an indifferent attitude: they do not see the point of protecting their privacy and accept the terms because there is no escape.

Finally, there are consumers who are very conscious and careful with personal data. Although this is a minority.

Overall, we can say that most consumers currently still have too little knowledge about data to use it critically.

The survey of consumer behavior and attitudes toward online privacy reveals a striking disparity between what consumers say and what they do.

For example, 71% of respondents say that websites should not use their personal data. But in practice, it appears that they are willing to share their data anyway. Why is this?

Often consumers do not fully understand what data is collected about them, how it is used and with whom it is shared. This makes it very difficult to make the right choice.

Others take an indifferent attitude: they do not see the point of protecting their privacy and accept the terms because there is no escape.

Finally, there are consumers who are very conscious and careful with personal data. Although this is a minority.

Overall, we can say that most consumers currently still have too little knowledge about data to use it critically.

3. Three scenarios for the future

So what does the future look like? The experts drew three scenarios based on different levels of commitment to privacy.

Scenario 1: Privacy by Design.

Under this principle, companies take data protection as a starting point. At every place in the customer journey where they collect data, they explain the purpose for which this is done and give visitors the choice of what data they want to share or not.

Scenario 2: Personal Digital Wallet

A digital wallet in which consumers can store their digital identity (i.e. their personal data). They can use it to identify themselves, exchange information and protect sensitive data.

Scenario 3: Single Sign-on

A technical approach that allows users to access multiple systems, platforms or services with a single set of login credentials, keeping control of personal data. Here, ease of use is paramount.

There is a solution available for every type of consumer. But each approach also has advantages and disadvantages. Read the full bluepaper for more insights.

So what does the future look like? The experts drew three scenarios based on different levels of commitment to privacy.

Scenario 1: Privacy by Design.

Under this principle, companies take data protection as a starting point. At every place in the customer journey where they collect data, they explain the purpose for which this is done and give visitors the choice of what data they want to share or not.

Scenario 2: Personal Digital Wallet

A digital wallet in which consumers can store their digital identity (i.e. their personal data). They can use it to identify themselves, exchange information and protect sensitive data.

Scenario 3: Single Sign-on

A technical approach that allows users to access multiple systems, platforms or services with a single set of login credentials, keeping control of personal data. Here, ease of use is paramount.

There is a solution available for every type of consumer. But each approach also has advantages and disadvantages. Read the full bluepaper for more insights.

So what does the future look like? The experts drew three scenarios based on different levels of commitment to privacy.

Scenario 1: Privacy by Design.

Under this principle, companies take data protection as a starting point. At every place in the customer journey where they collect data, they explain the purpose for which this is done and give visitors the choice of what data they want to share or not.

Scenario 2: Personal Digital Wallet

A digital wallet in which consumers can store their digital identity (i.e. their personal data). They can use it to identify themselves, exchange information and protect sensitive data.

Scenario 3: Single Sign-on

A technical approach that allows users to access multiple systems, platforms or services with a single set of login credentials, keeping control of personal data. Here, ease of use is paramount.

There is a solution available for every type of consumer. But each approach also has advantages and disadvantages. Read the full bluepaper for more insights.

So what does the future look like? The experts drew three scenarios based on different levels of commitment to privacy.

Scenario 1: Privacy by Design.

Under this principle, companies take data protection as a starting point. At every place in the customer journey where they collect data, they explain the purpose for which this is done and give visitors the choice of what data they want to share or not.

Scenario 2: Personal Digital Wallet

A digital wallet in which consumers can store their digital identity (i.e. their personal data). They can use it to identify themselves, exchange information and protect sensitive data.

Scenario 3: Single Sign-on

A technical approach that allows users to access multiple systems, platforms or services with a single set of login credentials, keeping control of personal data. Here, ease of use is paramount.

There is a solution available for every type of consumer. But each approach also has advantages and disadvantages. Read the full bluepaper for more insights.

4. What can you undertake as a company?

Does this still sound like a far cry to you? Then realize that it's in your best interest to be intentional about consumer data today. After all, consumers are more loyal to companies that handle their data transparently and respect their online privacy.

We would like to give you three tips that you can get started with right away:

1. Only ask for data you need

Awareness of data is growing, so consumer behavior is also evolving. As a company, you will have to be able to justify why you are collecting certain data. Only ask for data you really need to attract new customers, support current customers, optimize your service and be financially successful.

2. Take responsibility

Consumers cannot possibly take the lead in the discussion about sharing and using data. Realize that as an organization, you have a responsibility to keep actions understandable and user-friendly, and guarantee that customer data is safe with you.

3. Stay informed

The world of privacy and data management is evolving rapidly. Consumers have several options to protect their data, such as Privacy by Design, Personal Digital Wallets and Single Sign-On. There is no "one size fits all" solution. Therefore, stay on top of legislative developments and market trends so you can take appropriate actions.

Does this still sound like a far cry to you? Then realize that it's in your best interest to be intentional about consumer data today. After all, consumers are more loyal to companies that handle their data transparently and respect their online privacy.

We would like to give you three tips that you can get started with right away:

1. Only ask for data you need

Awareness of data is growing, so consumer behavior is also evolving. As a company, you will have to be able to justify why you are collecting certain data. Only ask for data you really need to attract new customers, support current customers, optimize your service and be financially successful.

2. Take responsibility

Consumers cannot possibly take the lead in the discussion about sharing and using data. Realize that as an organization, you have a responsibility to keep actions understandable and user-friendly, and guarantee that customer data is safe with you.

3. Stay informed

The world of privacy and data management is evolving rapidly. Consumers have several options to protect their data, such as Privacy by Design, Personal Digital Wallets and Single Sign-On. There is no "one size fits all" solution. Therefore, stay on top of legislative developments and market trends so you can take appropriate actions.

Does this still sound like a far cry to you? Then realize that it's in your best interest to be intentional about consumer data today. After all, consumers are more loyal to companies that handle their data transparently and respect their online privacy.

We would like to give you three tips that you can get started with right away:

1. Only ask for data you need

Awareness of data is growing, so consumer behavior is also evolving. As a company, you will have to be able to justify why you are collecting certain data. Only ask for data you really need to attract new customers, support current customers, optimize your service and be financially successful.

2. Take responsibility

Consumers cannot possibly take the lead in the discussion about sharing and using data. Realize that as an organization, you have a responsibility to keep actions understandable and user-friendly, and guarantee that customer data is safe with you.

3. Stay informed

The world of privacy and data management is evolving rapidly. Consumers have several options to protect their data, such as Privacy by Design, Personal Digital Wallets and Single Sign-On. There is no "one size fits all" solution. Therefore, stay on top of legislative developments and market trends so you can take appropriate actions.

Does this still sound like a far cry to you? Then realize that it's in your best interest to be intentional about consumer data today. After all, consumers are more loyal to companies that handle their data transparently and respect their online privacy.

We would like to give you three tips that you can get started with right away:

1. Only ask for data you need

Awareness of data is growing, so consumer behavior is also evolving. As a company, you will have to be able to justify why you are collecting certain data. Only ask for data you really need to attract new customers, support current customers, optimize your service and be financially successful.

2. Take responsibility

Consumers cannot possibly take the lead in the discussion about sharing and using data. Realize that as an organization, you have a responsibility to keep actions understandable and user-friendly, and guarantee that customer data is safe with you.

3. Stay informed

The world of privacy and data management is evolving rapidly. Consumers have several options to protect their data, such as Privacy by Design, Personal Digital Wallets and Single Sign-On. There is no "one size fits all" solution. Therefore, stay on top of legislative developments and market trends so you can take appropriate actions.

Want to know more?

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

Read the full bluepaper via this link and delve deeper into the research.

After reading the paper, would you like to learn more about the impact of the scenarios and what your organization can do to be ready for changing consumer behavior? Request a consultation with Happy Horizon via this link.

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Table of contents

Table of contents

Table of contents

1. New rules around e-privacy

2. How are consumers handling data now?

3. Three scenarios for the future

4. What can you undertake as a company?

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