New TransUnion Research Highlights Consumer Expectations, Trust Issues and the Path Forward for Personalized Marketing

Nearly four in 10 U.S. consumers (39%) now expect brands to deliver personalized online shopping experiences—ranging from tailored product recommendations to marketing messages aligned with individual behaviors and preferences. These insights, drawn from TransUnion’s latest consumer research, offer a strategic lens for brands looking to refine how they engage modern audiences.

“Effective personalization is a powerful tool for marketers,” said Matt Spiegel, EVP of TruAudience Growth Strategy at TransUnion. “When it works, personalization demonstrates to consumers that brands are listening and responding to their individual preferences, leading to higher engagement and stronger brand affinity.”

The report reveals that nearly 40% of consumers say personalized content not only boosts the likelihood of a purchase but also deepens brand loyalty.

Balancing Personalization with Privacy

Despite the demand for customization, consumer apprehension around data use remains high. The survey found that:

  • 80% of U.S. consumers are wary of sharing personal information
  • 89% consider data privacy crucial when engaging with brands online
  • Top concerns include identity theft (77%) and unwanted marketing (44%)

“In a world of short attention spans and one-shot impressions, personalization is how brands make meaningful connections,” Spiegel explained. “But poor execution or a breach of trust can instantly disqualify a brand in the eyes of today’s consumers. This creates a paradox for marketers. They must deliver highly relevant, personalized content without crossing lines that violate consumer trust or data ethics.”

Audience Clarity and Transparent Data Practices

The study emphasizes the importance of both targeting the right audiences and maintaining ethical data practices. Brands need to reach consumers where they are, using insights that are responsibly sourced and transparently managed.

“Personalization only works if you know where your audience is,” Spiegel added. “TransUnion has invested in building a reliable data foundation that empowers our customers with real-time, data-driven insights to understand, reach, and impact their audience effectively.”