This Braze–Wakefield Research whitepaper examines U.S. consumer and marketer perspectives on data privacy. 98% of adults say protecting their data is important, and 94% of marketers agree—but 40% cite legal ambiguity as a barrier to better privacy practices. The report covers CCPA implications, federal regulation preferences, and compensation expectations for data use. It concludes that businesses proactively adopting strict privacy standards gain competitive advantage, consumer trust, and regulatory resilience.

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