Part 2: The Rise of Zero-Party Data – Why Customers Willingly Share Data

In Part 1, we saw how the end of third-party cookies is forcing brands to rethink data strategies. The big question is: what fills the gap?

The answer is Zero-Party Data — information that customers intentionally and proactively share with you. Unlike first-party data (which is observed through behavior), zero-party data is declared:

• Preferences
• Feedback
• Intentions
• Personal context

Why Zero-Party Data Matters

1. Trust & Transparency – Customers know exactly what they’re sharing.
2. Hyper-Personalization – Data comes straight from the source, so recommendations feel relevant, not intrusive.
3. Accuracy Over Assumptions – No guesswork. You hear it directly from the customer.
4. Compliance-Friendly – Consent-driven and aligned with privacy laws like GDPR & India’s DPDP Act.

Everyday Examples

• Nykaa: Asking about skin type before recommending beauty products.
• Swiggy/Zomato: Allowing users to set cuisine preferences or spice levels.
• Policybazaar: Asking users about financial goals to offer tailored plans.

These are not just questions — they’re trust-building touchpoints that make the customer feel heard.

The Big Shift

Zero-Party Data flips the script:
Instead of brands tracking customers, it’s customers guiding brands.
And in that shift lies the key to stronger loyalty, deeper engagement, and smarter personalization.

💡 Brands that master the art of asking — not tracking — will unlock deeper loyalty and more sustainable growth.