The Top 5 Data Privacy Trends for 2026

Stay on the cutting edge with our 2026 trend report.

2026 is set to be a busy year for data protection. From stronger AI governance to the rise of tools that safeguard personal data, these developments will redefine how we work and live online.

1. Rising Consumer Awareness and Demand for Transparency

Consumers have more awareness than ever on how their data is being collected and stored, and with that awareness comes growing concern about the risks involved:

  • 68% of consumers are concerned about the volume of data being collected by businesses
  • 80% of the general population expressed that they wished they knew more about how their personal data is being used online
  • 63% of global consumers believe that most companies aren’t transparent about how their data is used (all stats from Usercentrics)

As a result, more and more consumers are becoming proactive about their data privacy, with many turning off third-party cookies, using VPNs and enabling multifactor authentication on their devices. 

We expect this trend to continue into 2026 and beyond, so as a brand, it will pay to be upfront about how you’re protecting their data. Your privacy policy should be understandable, your opt-out options should be easy, and you should be training your team on privacy risks. 

2. Global Regulatory Expansion

There are 160 jurisdictions worldwide with their own privacy laws, each with its own nuances and requirements, and this number is growing. 

In the UK, the Data Use and Access Act 2025 is still rolling out, and in the States, there are a number of data privacy laws emerging in 2026. 

While overall, there are core data protection principles that translate globally, there are regional nuances that you need to pay attention to. If you’re a business that operates in a number of different territories, global compliance should be your priority in 2026.

3. AI Governance

In August 2026, the EU’s AI Act will fully implement rules around high-risk AI systems and transparency requirements, which means businesses must be accountable for how they use AI and safeguard individuals’ data.  

The EU’s framework requires organisations to document model training data, conduct risk assessments and ensure human oversight. For privacy teams, this means that AI governance and data protection are no longer separate. 

4. Zero-Party and First-Party Data Strategies

Many businesses rely on personal data to provide their customers with a personalised experience. But with stricter data laws, consumer expectations for transparency, and the phasing out of third-party cookies, this has become increasingly more difficult. 

That’s where zero- and first-part data comes into play. Zero-party data is information that your customers willingly share with you through surveys, chatbots and self-segmentation. It’s often much more valuable because it’s come straight from the horse’s mouth – so you know that’s what they genuinely want. 

First-party data is information you collect through your own channels, such as product views, social media engagement, and website visits. 

Customers do want personalised experiences, they’re just getting savvier about who they share their information with and when. 

5. Expansion of Privacy-Enhancing Tech

The Privacy Enhancing Technologies (PETs) market is forecast to reach 12.26 billion USD in 2030, so we’re expecting this to be another major trend over the next few years. PETs are a set of tools that protect sensitive data, allowing its use but minimising privacy risks. 

There are a number of different types of PETs gaining traction:

  • Homomorphic encryption: Allows you to analyse encrypted data, so you can get results without seeing the raw data. 
  • Secure multi-party computation (SMPC): Allows multiple parties to add their private data and jointly compute on the combined data, protecting each party’s data from the others. 
  • Trusted execution environments (TEEs): Creates an isolated processing environment on a computer to protect data from the main code. 

The wider adoption of PETs is a trend we expect to see in 2026, as more businesses get to grips with what PETs are and how they can be used to benefit the business. 

6. Protect Your Customers’ Data With DPP

Whether you need GDPR training, data protection support, or an outsourced Data Protection Officer, we can help. Our experts can help you keep on top of the new trends, keeping you compliant and at the forefront of data protection. Get in touch with us today.