Privacy and personal data: when consent creates value

From simple data collection to a transparent dialogue with people. Here are some advantages and strategies for a conscious management of digital consents

Nowadays, the collection and use of personal data have become central issues for companies and users. A new approach to consent management is emerging, in which the person is increasingly an active protagonist of their own digital choices, thus promoting a more transparent and conscious dialogue between brands and the public.

The evolution of data collection, from need to informed choice

The collection of personal data has undergone a profound transformation in recent years. From a simple business necessity, it has evolved into a process that increasingly requires the active participation of users, reflecting the growing awareness of people regarding the value and sensitivity of their information.

In this context, companies, rather than considering data as an acquired right, must now earn the trust of users; to do so requires transparency, clarity and, above all, the ability to listen, understanding what people’s real needs and concerns are.

It is therefore essential to develop an approach that focuses on active listening to people, their experiences and expectations. Only through this continuous dialogue is it possible to build a relationship of authentic trust, where data sharing becomes part of a mutual exchange of value.

The added value of data: communicating the benefits to users

A key element of a user-centric approach is undoubtedly effective communication of the benefits of sharing data. It is no longer a question of imposing a choice, but of informing and involving the user in the decision-making process.

This transparent approach builds trust and allows users to make informed choices. In fact, when people understand how their data will be used – whether it’s personalization of content, targeted offers or more efficient services – they are more likely to actively participate, creating a virtuous circle of mutual value.

This is why effectively communicating the added value of data is not just a matter of compliance or transparency, but also an opportunity to co-create better experiences together with users: in this way it is possible to strengthen the relationship between brand and consumer on the basis of trust and mutual benefit.

Cookiebar and second layer: strategies for informed consent

One of the most common tools for collecting consent is the cookie bar, which is the tool that allows the user to indicate their preferences regarding the installation or not of cookies, which are used to store and retrieve long-term information on the client side. However, many companies are adopting more sophisticated strategies to inform users and obtain a more informed consent.

Among the most innovative solutions is the “second layer” of consent, implemented by several Consent Management Platform (CMP) providers. Its operation is intuitive: when a person initially declines cookies, a new screen opens that clearly illustrates the benefits of acceptance. However, it is not about forcing a choice, but about offering all the elements for an informed and conscious decision.

This approach therefore reflects a philosophy focused on transparency and respect: instead of imposing pre-packaged choices, a path of mutual understanding is favored. The result is a fluid and natural browsing experience.

The importance of transparency, even with questionnaires and research

The user-centered approach also extends – and above all – to data collection through questionnaires and research. And in these cases, transparency is not only a regulatory requirement, but a fundamental pillar for building authentic relationships with those who participate in surveys.

When conducting research, it is essential to:

• Clearly communicate the objectives of the study
• Explain how the data collected will be used
• Illustrate privacy protection measures
• Share the potential benefits for participants

It is only through an authentic exchange that we can understand the desires, expectations and needs of those who dedicate their time to us, transforming data into valuable knowledge to design better experiences for everyone.

Towards a future of mutual trust between users and companies

Adopting a user-centric approach to consent management and data collection is an important step towards a future of greater trust and collaboration between companies and users.

This new paradigm not only respects the privacy and autonomy of individuals, but can also bring tangible benefits to companies. Data collected with full consent and understanding of users tends to be of higher quality and more useful for analyzing and improving services.

In conclusion, making processes simpler and more natural not only benefits users, but also proves effective for those who design and create services and products. Satisfied people tend to be more loyal, thus creating a virtuous circle of trust and mutual value. By clearly communicating the use of personal data collected, companies not only respect the rights of individuals, but lay the foundation for more lasting and mutually beneficial relationships.