The global pandemic has accelerated the flight to digital, and consumers are sharing more of their personal data with brands than ever. But this does not mean they are happy about the data practices of these companies. We surveyed 6,000 consumers in 15 countries to investigate how they feel about their digital interactions with brands, including sharing their data. The research finds that consumer trust in brand data practices is limited and that this distrust extends to new technologies. Brands need to earn and sustain consumers’ trust, and the key to doing that is transparency.