The Value Exchange Economy

The Value Exchange Economy

Modern consumers are more cognizant than ever of the value of their personal and preference data, and are not going to hand it over without receiving something of value in return. To collect the zero-party data required to power better personalization, consumers need to be entertained, engaged and receive a tangible commodity in reciprocation for their attention and preference data. This is the value exchange economy.

Fortunately, this isn’t the latest marketing buzz phase. The idea of value exchange is as old as civilization and omnipresent in life. Our 2023 Consumer Trends Index surveyed over 11,000 global consumers, and an encouraging 70% of consumers stated they would happily share their behavioural and psychographic data in return for a better service.

Whether you’re looking at it from the marketer’s or the customer’s perspective, it’s simple: ask, receive, give, repeat. It’s a match made in relationship marketing heaven.

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