New survey shows majority of Canadians and Americans think about data privacy before shopping with a company

Executive Summary

• TELUS released its 2025 Data Trust Survey showing that roughly 78‑80% of Canadian and American shoppers are more likely to buy from companies they trust with their data.
• Around 70% of respondents actively consider a company’s respect for data privacy when deciding whether to trust it, while confidence in organizations’ privacy practices remains low (39% for Canadian firms, 19% for U.S. firms).
• The survey highlights key consumer expectations: clear privacy policies, transparency on data use, strong security measures, breach communication, data‑ethics programs, responsible AI, and employee data‑literacy training.

Key Details

• Survey sample: 5,487 Canadian and 6,109 American panel members (Leger online panel) surveyed Sep 2‑28 2025; demographically weighted to match national censuses.
• Trust drivers:
• 85% of Canadians & 86% of Americans want privacy policies presented in a user‑friendly way.
• 90% of Canadians & 91% of Americans desire clear explanations of how their data is used.
• 89% of Canadians & 90% of Americans expect companies to actively improve data security.
• 91% of respondents in both countries want honest communication if a breach occurs.
• Trust‑building factors:
• 86% (CA) / 87% (US) say having a data‑ethics program increases trust.
• 85% (CA) / 86% (US) look for commitments to responsible AI.
• 60% (CA) / 65% (US) favor companies that provide data‑literacy training to employees.
• Quote: “People know their data has value, and they're choosing to do business with companies that treat it with respect,” said Pam Snively, Chief Data & Trust Officer, TELOS.

Notable Quotes

• Pam Snively, Chief Data & Trust Officer, TELUS: “Consumers have more power than they might realize. The companies that prioritize privacy will earn and keep customer trust – and their business.”
• Pam Snively (continued): “When consumers trust a company, they're more willing to share information that improves their experience — whether that's personalized recommendations, faster service, or products tailored to their needs.”