No matter where you go or how hard you try, data has become woven into the fabric of our lives. The chances are that, as technology becomes more ubiquitous, it will do so even more. Indeed, the device you’re reading this on has likely logged your details - when you accessed this page, how long you’ve been on it, even where you are right now. It’s a modern day miracle of sorts, yet fundamentally a force for good. It is important to remember that all of this is done in an attempt to drive services tailored to you, to help you find an open bank or suggest a book you might want to read. And therein lies the heart of the matter: in a world where 68% of people don’t trust companies to look after their data, just how will businesses continue to gather the information needed to satisfy the consumer?