Personalisation has long been positioned as the key to better customer relationships. Know your customer, tailor the offer, increase loyalty. But as data collection has intensified, many brands have lost sight of a basic truth: customers don’t object to sharing data , they object to unclear value.
The 2026 Asia-Pacific Consumer Trends Report confirms this shift. It shows that 85% of consumers are willing to share personal data in exchange for better experiences, yet only 15% trust brands to use that data responsibly. That disconnect isn’t about technology. It’s about transparency.
Data Sharing Isn’t the Problem — Unclear Exchange Is
Consumers aren’t demanding secrecy. They’re asking for clarity. They want to understand why their data is being collected and what they get in return.
When that exchange is vague or hidden, trust erodes quickly. But when the value is obvious — a reward, a better experience, a tangible benefit — data sharing feels fair rather than forced.
This is why value-led engagement matters. Opt-in interactions, where customers knowingly exchange their details for something of value, create a fundamentally different starting point for the relationship. There’s no guessing, no surveillance, and no sense of being tricked.
What Customers Say Is Worth Sharing Data For
The report also challenges common assumptions about what customers want from personalisation. Consumers didn’t prioritise hyper-targeted ads or sophisticated AI features. Instead, the most valued outcomes were practical and friction-reducing: streamlined service, relevant follow-ups, and not having to repeat themselves across channels.
In short, customers want personalisation that helps, not personalisation that performs.
For businesses, this means shifting focus from collecting as much data as possible to collecting the right data — data that improves the experience and is willingly given. First-party, opt-in data is more accurate, more actionable, and far more trusted than information gathered through interruption.
Why Forced Data Capture Backfires
Trust is fragile. The report shows that 70% of consumers will abandon a brand after just one or two bad experiences, and often it’s the small frustrations that do the damage — irrelevant targeting, unclear consent, or promotions that feel intrusive.
Traditional lead capture tactics like pop-ups, gated discounts, or aggressive retargeting may generate short-term results, but they often come at the cost of goodwill. Customers might comply, but they don’t feel good about it.
Interactive experiences flip that dynamic. Instead of interrupting, they invite participation. Customers choose to engage, which immediately reframes the interaction from “brand taking” to “brand giving”.
Where Tonza Deals Fits In
Tonza Deals is built around this exact principle of clear value exchange.
Rather than asking customers to hand over their details with little context, Tonza uses spin-to-win mechanics to create an upfront moment of value. Customers know what they’re opting into, what data they’re sharing, and what they could receive in return.
For businesses, this results in:
- Higher-quality, genuinely opt-in email leads
- A more positive first interaction with new customers
- Engagement that feels fun rather than transactional
- Data collected with trust, not tension
Because customers participate willingly, the relationship starts on stronger footing — and the data collected is both cleaner and more useful.
The Takeaway for 2026
The future of personalisation isn’t about collecting more data. It’s about designing better exchanges.
Brands that succeed in 2026 will be the ones that make the value clear, the opt-in obvious, and the experience worthwhile. When customers understand the exchange and feel in control, data sharing stops feeling invasive — and starts feeling like good service.
That’s where trust is built. And that’s where loyalty follows.