How can brands maintain customer trust and loyalty while leveraging data-driven insights for personalization in an increasingly data-conscious society?

Brands can maintain customer trust and loyalty by being transparent about how they collect, store, and use customer data. They should prioritize data security and privacy to reassure customers that their information is safe. Brands can also provide value to customers by using data-driven insights to deliver personalized experiences that enhance the overall customer journey. By focusing on building meaningful relationships with customers and respecting their privacy concerns, brands can successfully leverage data-driven insights for personalization in an increasingly data-conscious society.