The answer: driven by people, not just policy
How do marketers kick off Privacy-Led Marketing? By tapping into what powers it: consumer demand, internal champions and bold, proactive leadership.
Privacy progress isn’t happening in isolation
Privacy-Led Marketing is fueled by a mix of internal and external forces.
“Privacy-led growth requires a minimum level of technical literacy,” says Google’s Gasiewski: “You need clean data, a clear understanding of what creates privacy risks, and someone senior responsible for overseeing it across the company. Without that focus, you can’t unlock the real value data can bring.”
Interestingly, regulatory pressure sits lower on the list, suggesting that proactive drivers matter more than compliance alone.
Top 6 Privacy-Led Marketing accelerators
48% Consumer demand / expectation
41% Strong internal advocates
39% Tech tools eg consent management platforms / analytics
33% Executive leadership support
29% External agency or vendor support
28% Regulatory pressure
Sector spotlight
Strong internal advocate
Education
Executive leadership support
Gaming
Consumer demand / expectation
Retail and Ecommerce
While senior marketing leaders across both regions place consumer demand/expectation (51% in EMEA v 45% in US) and strong internal advocates (43% in EMEA v 38% in US) as the top two factors in helping accelerate their efforts around Privacy-Led Marketing, those in EMEA place tech tools (45%) in third, while in the US, it’s executive leadership support (34%).
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