Staying up to date on the latest privacy laws and working to build consumer trust should be a big focus for franchise brands in 2025.
People are becoming increasingly aware of the value of their personal data and are demanding more control over how it’s used. As privacy concerns among consumers continue to rise and regulations like the General Data Protection Regulation (GDPR), Personal Information Protection and Electronic Documents Act (PIPEDA), California Consumer Privacy Act (CCPA), and ePrivacy evolve, marketers in 2025 will need to prioritize a privacy-focused approach to digital marketing. Success will hinge on transparency, effective consent management, and responsible data practices.
This article is part of a series that examines major digital marketing trends that franchise systems should be aware of in 2025. Check out our other articles in the series:
- How Generative AI is Changing Digital Advertising for Franchises in 2025
- How Franchise Companies Should Adjust their SEO Approach in 2025
- What Franchise Companies Need to Know About Voice Search in 2025
- Video is a Must-Have Marketing Tool for Franchise Companies in 2025
- Influencer Marketing for Franchise Companies is Going “Nano”
- How Franchise Companies Can Capitalize on Social Search in 2025
- Social Shopping Trends for Franchise Companies in 2025
Brands must not only stay up-to-date with the latest privacy laws but also work to build consumer trust. A 2024 Deloitte study revealed that 70% of consumers would stop purchasing from a brand that misuses their data. Consequently, many brands are implementing clear, transparent data policies to communicate precisely how customer data is collected, stored, and utilized.
The major privacy-related event of 2024 was when Google announced in July that it will not be phasing out third-party cookies from Chrome. The company says it will instead pursue an opt-in model, signaling a major shift for Google’s Privacy Sandbox, its long-delayed post-cookie solution.
It is too early to say how this new approach will take shape, but many industry experts are predicting that the result could be similar to the App Tracking Transparency (ATT) approach implemented on iOS. Through the ATT, Apple has implemented an explicit “opt in” approach for consumers to share their data with companies. Not surprisingly, the majority of people choose not to share their data. A recent report from Singular found that only 13.85% of people opted-in to tracking in Q2 of 2024.
Given these trends, one of the key areas of focus in privacy-first marketing is zero-party data. For clarity:
Third-party data is information that is collected by another entity that is entirely separate from your relationship with your audience. As an example, placing a Meta or Google pixel on your website is an example of third-party data tracking.
First-party data is information you collect from your audience directly via your own channels. First-party data is typically gathered through your company-owned assets such as our website, app, CRM, etc.
Zero-party data is information that a customer intentionally and proactively shares with a business. It can include preference center data, purchase intentions, personal contexts, and data on how an individual wants to be recognized by your brand. You can acquire zero-party data through physical interactions in your stores, quizzes/polls, website activity, customer profiles, messages with customers, and other similar sources.
Zero-party data is viewed as more valuable than third-party or first-party data because it comes directly from the consumer and is given with explicit consent. By focusing on building direct relationships with consumers and creating value exchanges, brands can gather zero-party data in ways that foster trust and loyalty.
Looking forward into 2025, franchise companies should be actively reviewing their data collection approach and strategies, including:
Have a data plan: Be clear on what data you would like to gather, how you will gather it, how you will store it securely, and how you will use it.
Prepare for the future: First-party and zero-party data will be important for marketers in 2025 and beyond, as it will allow companies to better understand and target their customers and prospective customers. If you do not gather this type of data today, then you should be developing plans to do so. The major benefit of first-party data is that only you have it, so it can be used in a variety of ways to give you an advantage over your competitors.
Be transparent with consumers: Provide people with easy-to-understand options for managing their privacy. Communicate what data you collect and how it could potentially be used. Where possible, provide consumers with the ability to opt out of data sharing if they choose.
Interested in learning more about the topics presented in this article and other franchise digital marketing trends for 2025? Be sure to download our guidebook here.
Check out the other articles in our series below:
- How Generative AI is Changing Digital Advertising for Franchises in 2025
- How Franchise Companies Should Adjust their SEO Approach in 2025
- What Franchise Companies Need to Know About Voice Search in 2025
- Video is a Must-Have Marketing Tool for Franchise Companies in 2025
- Influencer Marketing for Franchise Companies is Going “Nano”
- How Franchise Companies Can Capitalize on Social Search in 2025
- Social Shopping Trends for Franchise Companies in 2025
