Nicole LalevaThis guide draws on new research covering 10,000 consumers across the US and Europe and argues that Gen Z is redefining digital trust. Key findings: while Gen Z are open to sharing data for AI, they click “accept all” on cookies far less often than before, demand transparent value-exchange, and care more about identity profiling than older generations. Marketers are advised to treat consent as a brand touchpoint, simplify language, limit data collection, and co-create experiences with Gen Z.
