The June 2025 Deloitte study surveyed about 3,500 US consumers to map how digital life is changing daily habits. This large survey gave clear signals about what people expect from the brands that power their apps and services.

Survey results show that security Und transparency now shape choices more than price alone. The data revealed specific gaps in how companies collect and protect personal information.

Many consumers said they want clearer controls and honest policies. A notable percent of respondents flagged data handling as a top decision factor when choosing providers.

Brands that act on these findings can gain an edge. Building real accountability and emphasizing privacy will help firms stand out as the market grows more complex and competitive.

The Evolution of the Consumer Trust Trend

Over two decades of Deloitte research show how people’s expectations for digital services have steadily shifted. Analysts at the Deloitte Center for Technology, Media & Telecommunications tracked changes in how users weigh privacy, clarity, and account control.

Susanne Hupfer, a research manager with more than 20 years in technology strategy and thought leadership, notes that this change did not happen overnight. It grew as platforms expanded and as more consumers learned to compare policies and features.

Our latest report and related survey work found that participants evaluate providers more critically. A growing percent now treats integrity as a core part of the experience rather than an afterthought.

• Historical view: research shows gradual shifts across digital media.
• Behavioral change: consumers ask clearer questions about data handling.
• Business impact: brands that act on these findings stand out.

“Companies that prioritize integrity will hold an advantage as expectations rise,” says Susanne Hupfer.

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Why Trust is the New Competitive Differentiator

Financial metrics reveal a powerful link between brand reliability and how much people spend on devices and services.

Economic Value of Trust

Our survey shows a clear split: respondents aligned with trusted trailblazers spend 62% more annually on tech devices and 26% more monthly on tech services than those aligned with slow movers.

That gap turns perceived security into measurable value. When companies handle personal data responsibly, consumers buy more often and stick around longer.

Impact on Brand Spending

Survey respondents report that loyalty and higher spending follow visible steps to protect data and explain policies.

• Higher spend on devices and services drives faster growth for leading brands.
• Customers will pay a premium for services that prioritize safety and clarity.
• Investing in data responsibility builds a competitive moat few rivals can copy.

“Brands that show clear responsibility for data often see stronger loyalty and revenue,” our report finds.

The Impact of Generative AI on Digital Experiences

Across platforms, generative AI is moving from curiosity to habit, influencing how users complete tasks and consume media.

Fifty-three percent of consumers are now experimenting with or using generative AI regularly, up from 38% in 2024.

That shift changes the value people expect from apps and services. Users want faster workflows and smarter recommendations, but they also care about how their data is handled.

Our survey of consumers surveyed shows innovation drives growth, yet respondents flag privacy and security as top needs. Brands that add AI-driven features must build clear safeguards.

• Product impact: AI tools boost productivity and personalize experiences.
• Risk management: Better data policies reduce user concerns.
• Business value: Smart AI can lift engagement and spending when paired with strong security.

“Adoption of AI forces companies to rethink digital security and brand loyalty,” the survey notes.

Rising Concerns Regarding Data Privacy and Security

Nearly half of respondents now report a breach or hack within the past year, signaling rising alarms about online safety.

That 47 percent figure makes privacy more than a buzzword. In our survey, 70 percent of respondents said they worry about data privacy, up from 60 percent a year earlier.

Addressing Digital Security Failures

Businesses must respond with clear, consistent practices that show how platforms protect people and their information.

• Nearly half the consumers surveyed experienced a security failure, raising the overall concern about privacy.
• Consumers want the ability to control their data and expect tech brands to prioritize that control.
• As social media and other tools spread, businesses face growing demand for stronger security practices.
• Clear policies and visible safeguards help reduce fear and support long-term growth.

“Users judge platforms by how they handle breaches and whether they give people real control,” respondents indicated in the survey.

How Consumers Evaluate Tech Provider Innovation

When new capabilities work smoothly inside familiar devices, many people see that as real innovation. Our survey shows this is not just perception—61 percent of consumers using gen AI-embedded apps report higher satisfaction.

Seventy-four percent of users with gen AI-enabled devices rate their providers as leaders in innovation and growth. Those respondents link frequent use of intelligent features to higher spending and loyalty.

Integration matters: buyers look for tools that fit existing services without adding friction. They also expect companies to pair new features with strong privacy and security measures.

“Innovation alone is not enough—practical, protected features win,” many users said in the survey.

• Providers that combine useful AI features with clear data safeguards drive more repeat use.
• Companies that show measurable growth through meaningful upgrades see higher brand loyalty.
• Regular use of innovative tools increases satisfaction when privacy is protected.

The Growing Demand for Transparency and Control

More Americans say they will switch services unless they can easily see and manage what data is shared. The gap between expectation and reality shows in one clear figure: only 20 percent of those surveyed feel tech providers are very clear about data collection and use.

Empowering Users with Data Control

Consumers want practical tools that let them view, edit, and remove personal information. Brands can add in-app dashboards and simple privacy toggles to give that ability.

Easy controls reduce friction and can boost spending as users feel more confident using services. Our survey links clear controls to higher engagement and perceived innovation.

Clear Communication Practices

Short, plain-language notices beat long legal documents. Companies should use layered disclosure: a one-line summary, a short list, and full details for those who want them.

• Make choices visible at sign-up and in settings.
• Use consistent labels across apps and social media features.
• Report data use in simple, periodic summaries for users.

Brands that adopt these practices position themselves for growth and stronger relationships with consumers who increasingly protect their digital lives.

Shifting Values in the Global Food Ecosystem

Global food buying habits are shifting as shoppers weigh health and planetary impact alongside cost.

PwC surveyed 21,075 consumers across 28 countries in early 2025 to map these changes. The research shows people mix convenience, price, and environmental concern when making food decisions.

Key finding: today, 62 percent of respondents list ultra-processed foods or pesticide use as a top concern.

That percent often outweighs interest in price or brand loyalty. Still, the data also reveals limits: rising living costs and patchy access keep many from buying healthier options.

What this means for businesses: brands must add clearer origin labels and nutrition details. Companies that adapt product lines and communicate openly will meet new expectations among consumers and can drive sustainable growth.

“Shoppers want healthy, transparent choices, but affordability remains a barrier.”

• People use multiple signals—health, convenience, price—to choose food.
• Businesses that respond to these expectations can capture shifting spending.
• Transparency and affordability together shape long-term ecosystem change.

Balancing Affordability with Aspirational Choices

Many households juggle higher bills and the desire for nutritious meals when they make grocery decisions.

Managing Cost-of-Living Pressures

Our survey shows 51 percent of respondents will switch brands for better value for money. That percent highlights how price drives daily choices more than brand loyalty.

Among consumers, survey respondents report practical ways to save: choosing store-branded goods, stretching ingredients, and using leftovers more often. These modest changes add up and shape platform and delivery usage.

Businesses that combine affordability and clear value win more loyal buyers. Brands that offer convenient, healthier options at lower cost can increase spending and growth without alienating price-sensitive shoppers.

Half of the people surveyed say they are financially coping, which alters how they interact with digital platforms and food tools. Companies must design services that meet both convenience and budget needs.

• Practical offering: simple, lower-cost product lines attract price-conscious customers.
• Smart communication: highlight savings and nutrition in plain language.
• Careful innovation: expand services without raising costs for the most price-sensitive segment.

“Meeting real-life budget needs while preserving aspiration is how brands keep growth and loyalty.”

The Role of Technology in Personal Wellness

A growing number of users rely on apps and wearables to translate daily signals into choices about sleep, diet, and exercise.

Seventy percent of consumers now use at least one healthcare app or wearable, and the average person uses three different technologies for health management. These tools help people track habits and make smarter decisions about food and movement.

Our survey shows that social media and digital platforms often guide personalized nutrition tips and workout plans. Many respondents say they discover routines and community support through media channels.

• Better decisions: health tech turns raw data into clear steps for daily life.
• Market impact: wider use drives growth in health-related services and innovation.
• Expectations: people want secure, private services from brands that handle sensitive health data.

“Well-designed tools make wellness easier to maintain,” many respondents noted in the survey.

Strategies for Building Lasting Brand Loyalty

Loyalty grows when companies connect helpful services with clear, everyday benefits. Use simple, data-driven choices to make each interaction feel personal and useful.

Personalizing the Customer Journey

Start with small, relevant signals: past purchases, app activity, or responses from a recent survey. Use those signals to deliver timely offers and helpful reminders.

Practical personalization reduces friction and lifts spending over time. Make settings easy so users can control what the platform uses.

Enhancing Nutritional Value

Half of the consumers surveyed say food makers should improve nutrition. Brands can act by reformulating products, adding clear labels, and highlighting healthier swaps.

Small changes matter: clearer ingredient lists and portion guidance drive better choices and repeat purchases.

Partnering for Ecosystem Growth

Top-performing CPG companies are 1.2 times as likely to work with healthcare, logistics, and other adjacent industries.

Partnerships add convenience and expand value. For example, combining delivery platforms with health apps helps users save time and make smarter food decisions.

• Share anonymized data to improve offers while preserving privacy.
• Integrate loyalty programs across platforms to reward repeat use.
• Coordinate messaging on social media and in-app tools to guide healthier choices.

“Brands that pair personalization with clear practices and strong security see the most durable growth.”

Navigating the Gap Between Innovation and Responsibility

Fast-moving innovation can create a gap where practical protections lag behind fresh capabilities.

Our research finds that 69 percent of consumers feel the pace of technology growth outstrips companies’ ability to ensure adequate security. That percent highlights real risk for brands that prioritize speed over safeguards.

To protect value and long-term growth, companies must show they treat privacy and data protection as core design goals, not afterthoughts. Clear actions—like simple controls, regular audits, and public roadmaps—help close the gap.

• Balance: align product timelines with measured risk mitigation.
• Accountability: publish progress on security and privacy efforts.
• Education: help consumers understand how new tech affects their data.

“Brands that pair rapid innovation with visible responsibility will sustain growth and higher spending.”

For deeper context on how people view rapid technological change, see the Deloitte mobility survey. Companies that act now can turn responsible design into a lasting competitive advantage.

Future Outlook for Connected Consumers

Connected households will expect clearer guarantees as platforms merge shopping, health, and home services.

By 2035 the global food ecosystem could add roughly US$10.83 trillion in value if companies deliver secure, usable services that users accept. That potential shows how important alignment is between innovation and protection.

For consumers, the right mix of useful features and strong privacy will drive higher engagement and greater spending. Companies that embed clear controls and strong security into services will capture more value and sustain long-term growth.

• Expectations: users will reward brands that explain how data is handled.
• Value: integrated offerings that protect privacy boost market share.
• Growth: firms combining innovation with security lead the ecosystem.

“Companies that prioritize privacy and clear safeguards will be best placed to lead in a connected marketplace.”

Abschluss

Abschluss

Today’s market makes clear that companies must pair rapid innovation with responsible data practices. Brands that do this earn higher engagement from consumers and steady gains in spending.

This report shows respondents and percent data that back the claim: practical privacy controls and plain-language policies shape how people choose services. Tech teams should build safeguards into every feature.

Moving forward, success will depend on balancing fast product work with ethical design. Brands that act now will lead the market and keep customers coming back.