2025 will underscore a growing paradox in consumer privacy preferences. Let’s make this clear: cybersecurity and data privacy should always be a top priority for businesses. But both B2B and B2C businesses face a growing demand in simultaneously providing highly personalized customer experiences and continuing to increase security measures. According to LinkedIn, 78% of customers in 2024 stated they feel more trusting towards companies that have clear privacy policies and data protection practices. At the same time, consumer data indicates that 71% of customers expect personalization, which makes them 76% more likely to make a purchase.
This poses the challenge of finding the best possible sales and marketing tools to fit the security and privacy needs of your internal team, your customer base, and your industry, while continuing to fine-tune your outreach efforts to each unique member of your audience.
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As of 2024, dozens of countries are subject to GDPR, 20 US states have comprehensive consumer data privacy laws, and it’s possible that number could grow in 2025. Today, we see many websites in the US trying to maneuver cookie regulations by creating confusing cookie opt-in messages that make it challenging for consumers to select their preferred cookie settings. In the coming year, websites with honest, simple, and straightforward opt-in settings will see the highest conversion rates, and those still using tricky tactics will face repercussions.
Continue prioritizing the internal cybersecurity and at-large data privacy of your organization. When it comes to customer data, you need a CRM that doesn’t just data privacy standards, but makes maintaining security easy while seamlessly delivering an ideal customer experience.
Looking to improve data security on your CRM? Learn about HubSpot’s sensitive data settings here.