Exclusive Research Highlights the Strategic Role of Consented Data

New research shifts the narrative around consent data, revealing it as a pivotal driver of digital growth and innovation—rather than just a compliance obligation.

Transcend, the privacy infrastructure company that helps leading global brands unlock growth, announced the release of a new research report, Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management.

For CIOs, digital executives, and privacy leaders, the findings are clear: consent and preference management are no longer only about compliance. They have become central building blocks for powering AI, personalization, and customer trust. However, a significant gap remains between the strategic importance of consent data and the practical challenges of implementing it effectively.

Key Findings from the 2025 Report

  • 100% of 265 executive respondents said consented data enhances their organization’s ability to launch new products and services.
  • More than half of executives reported being highly reliant on consented data for digital innovation initiatives such as personalized marketing, product development, and AI.
  • Over 70% of executives struggle to proliferate communication preferences across their organization’s entire data ecosystem.
  • Two-thirds reported difficulties in creating personalized experiences aligned with consumer communication preferences—despite recognizing its strategic importance.

The research highlights how consent and preferences have evolved. Initially managed by compliance teams due to emerging privacy regulations, they later became a shared responsibility with marketing as cookie banners appeared. Today, with personalization driving growth, consent and permissions are now recognized as foundational to enterprise digital strategy for Global 2000 companies.

“Collecting consumer consent and preferences is just the tip of the iceberg. The real opportunity lies in how businesses operationalize permissioned data for their growth strategies,” said Ben Brook, CEO and Co-founder of Transcend. “With the right infrastructure, companies can deliver personalized, relevant experiences at scale—while ensuring compliance and building deeper trust with customers.”

AI, Personalization, and Revenue Growth

The findings come as AI-driven personalization becomes a growing priority across industries. According to McKinsey, faster-growing companies derive 40% more revenue from personalization compared to slower-growing peers. Similarly, Forrester reports that customer preference–based marketing strategies significantly improve acquisition costs (–83%), customer satisfaction (+78%), brand awareness (+75%), and conversions (+73%).

“Privacy and security teams are often cited as blockers to AI adoption due to strict data usage regulations,” said Ryan O’Leary, Research Director for Privacy and Legal Technology at IDC. “Enterprises that invest in robust consent and preference management systems are better positioned to enable responsible AI use.”

Strategic Benefits Across the Enterprise

Beyond revenue and AI innovation, integrated consent and preference data was found to support multiple strategic outcomes:

  • Personalizing user experiences (66%)
  • Building customer loyalty and trust (65%)
  • Improving data quality (60%)
  • Increasing marketing opt-ins (49%)

This reinforces that integrated consent and preference management is now a critical competitive advantage, not just a compliance measure.

About the Research

The report, Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management, underscores the urgency for enterprises to treat consent data as a strategic capability. To develop the study, Transcend partnered with UserEvidence to survey 265 privacy, security, and marketing leaders from Forbes Global 2000 companies with a strong U.S. presence. Most respondents held senior roles, with 36% at the C-suite level, 42% directors or managers, and 8% VPs.

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