Zero-party data, a.k.a. the data consumers give you by choice, can out-perform first-party data in garnering consumer trust, according to the Zero Party Data Revolution report from survey company, Attest. Consumers are increasingly weary of sharing data and distrustful of brands, with 85% reporting they sometimes opt-out of being added to mailing lists, and 58% doing so habitually. When it comes to sharing via first-party data collection with permission, the report says there’s variation by age category, and particular segment websites have significant opt-outs, including social media sites (47%), travel (42%), food & beverage (40%), and financial services & retail sites (39%). Zero-party data collection, when done right, comes in as the favorite method of data collection.