Consumers who provide personal information anticipate relevant interactions in return and want to be personally recognized throughout the customer journey. (Photo: terovesalainen/Adobe Stock) Consumers who provide personal information anticipate relevant interactions in return and want to be personally recognized throughout the customer journey. (Photo: terovesalainen/Adobe Stock)

It's no secret that consumers' habits and expectations have evolved significantly in recent years. New technology, changing shopping habits and preferences, and pandemic-related restrictions combined to shift what consumers want and need from brands, even compared to just a few years ago.

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