Understanding Zero-Party Data in Marketing

In a world where third-party cookies are crumbling and privacy concerns are top of mind, a new marketing movement is reshaping the way companies connect with customers—zero-party data. But what exactly is zero-party data, and why is it the most valuable marketing resource you’re probably not using yet? According to Forrester, 85% of marketers say collecting more first-party and zero-party data is a 2024 priority—but fewer than 30% say they know how to act on it. This shift away from data collection through surveillance to data sharing through trust is revolutionizing marketing strategies across industries and geographies.

Table of Contents

• 1. What is Zero-Party Data?
• 2. Why the Shift Away from Third-Party Cookies Matters Now
• 3. Key Industries Leading the Shift
  • E-commerce
  • Healthcare
  • Finance
  • Media & Entertainment
• 4. Brands Doing It Right: Real-World Case Studies
• 5. How Your Business Can Tap into the Power of Zero-Party Data
• 6. Regional and Cultural Impacts on Data Strategy
• 7. Tools, Technologies, and Trends Driving Growth
• 8. Final Thoughts: The Future Is Opt-In Marketing

What is Zero-Party Data?

Coined by Forrester, zero-party data refers to information that consumers intentionally and proactively share with a brand. This may include personal context, purchase intentions, communication preferences, and more. Unlike first-party data, which is gleaned from customer behaviors on owned platforms (like purchase history or CRM records), zero-party data is freely and consciously given.

Imagine a skincare brand asking a customer about their skin type and goals through an interactive quiz. That’s zero-party data. Imagine a bank asking how a customer prefers to be contacted, or a travel site asking about preferred destinations and travel timeframes. The value here lies in the data’s accuracy, transparency, and trustworthiness.

Why the Shift Away from Third-Party Cookies Matters Now

In the past, marketers relied heavily on third-party cookies to track users across websites and gather insights about their behavior. But browsers like Safari and Firefox already block third-party cookies by default, and Google plans to phase them out in Chrome—citing privacy and transparency concerns.

Here’s why the urgency is building:

• 69% of consumers are concerned about how companies collect and use their data (Pew Research, 2023)
• Regulations like GDPR and CCPA require stricter user consent for data usage
• Consumers increasingly favor brands they trust with their data

Marketing strategies must now revolve around consent-based data collection. That means earning trust and encouraging users to willingly share information in exchange for personalized experiences.

Key Industries Leading the Shift

E-commerce

Online retailers are at the forefront of zero-party data adoption. With the loss of cookie-based ad targeting, many are using interactive tools—style finders, quizzes, product recommendation engines—to gather customer preferences.

Example: Clothing retailer Stitch Fix provides personalized styling based on information customers supply through onboarding questionnaires, creating a loop of trust and relevance that keeps customers engaged.

Healthcare

In healthcare, trust is paramount. Brands are using zero-party data to deliver more personalized and compliant experiences, especially through apps and wellness programs.

Example: Headspace, in the mental health space, gathers self-reported data on mood and goals to propose personalized meditation and wellness content.

Finance

Financial institutions are leveraging zero-party data to help users make smarter financial choices based on explicit preferences, goals, and risk profiles.

Example: Acorns prompts users to identify saving goals and financial behaviors. This self-reported data helps tailor financial guidance while meeting compliance standards.

Media & Entertainment

Streaming platforms and media apps are increasingly tailoring experiences based on what users tell them, rather than what algorithms guess.

Example: Spotify Wrapped is more than a viral event—it’s an opt-in moment where data willingly shared becomes the basis of a hyper-personalized experience consumers actually look forward to.

Brands Doing It Right: Real-World Case Studies

Sephora’s Beauty Profile Quiz

Sephora utilizes beauty quizzes to ask consumers about skin tone, hair type, and makeup preferences. This data drives personalized product recommendations, tailored emails, and exclusive offers. The result? Higher conversion rates and stronger brand loyalty from customers who feel “seen.”

Patagonia’s Values-Based Targeting

Outdoor apparel brand Patagonia incorporates sustainability preferences into its customer feedback loops. Users can opt into updates around specific causes, action opportunities, and product innovations. The brand isn’t just gathering data—they’re creating a shared brand-customer narrative.

The Farmer’s Dog’s Meal Builder

This pet food startup asks pet owners to share comprehensive information about their pets’ weight, age, breed, allergies, and health goals. This zero-party data powers tailored meal plans, reminding customers that personalization means you’re not just a number—you (and your pup) matter.

How Your Business Can Tap into the Power of Zero-Party Data

1. Implement Interactive Content

Quizzes, polls, surveys, and preference centers are the gateways to gathering zero-party data. Make them fun, engaging, and valuable to the customer.

2. Use Transparent Exchange Value

Consumers are more likely to share information if they know why it’s being collected and what they’ll get in return. Communicate benefits clearly: better recommendations, exclusive content, tailored offers.

3. Create a Privacy-First Culture

Make it easy for customers to access, edit, or delete the data they share with you. Emphasize transparency and build systems that showcase responsible data stewardship.

4. Connect Zero-Party Data Across Funnels

Push the shared data into every marketing channel—email, content, CRM, product recommendations—to ensure continuity of experience.

Regional and Cultural Impacts on Data Strategy

Zero-party data doesn’t look the same everywhere. Cultural attitudes toward privacy and trust vary dramatically by region.

• In the European Union, strict GDPR compliance mandates even more intentional data exchanges, making zero-party strategies particularly vital and well-received when executed transparently.
• In the United States, while privacy laws are less uniform, consumers are increasingly privacy-savvy, especially among Gen Z and Millennials.
• In Asia-Pacific, where mobile-first behavior dominates, zero-party data collection often centers on gamified experiences through apps and social platforms.

For local businesses, aligning zero-party data collection with local cultural norms—offering value tailored to regional concerns and sensibilities—makes the experience feel native, not invasive.

Tools, Technologies, and Trends Driving Growth

A host of new martech tools are helping businesses collect and act on zero-party data.

• Typeform and Outgrow offer interactive content builders with rich analytics
• Klaviyo and Salesforce integrate zero-party data into customer journeys
• Jebbit enables brands to launch quizzes and lead captures quickly
• OneTrust assists with compliance and transparency in data collection

Emerging trends include AI-enhanced personalization based on zero-party inputs, predictive modeling using declared preferences, and cross-platform sync of data instruments for 360-degree experience curation.

Final Thoughts: The Future Is Opt-In Marketing

The end of the cookie isn’t the end of personalization—it’s just the beginning of a more human, ethical, and trust-driven era in marketing. Zero-party data flips the tables: rather than brands taking, customers are giving—with clear expectations in return.

It’s not just a compliance tactic, it’s a competitive advantage.

For businesses, now is the time to start meaningful conversations with your customers, not one-way surveillance. Focus on transparency. Deliver tangible value. And most importantly, build trust.

Because in 2025 and beyond, it’s not about how much data you collect—it’s about how willingly your customers share it with you.

Stay tuned to CompaniesByZipcode.com as we spotlight more marketing trends shaping industries by region, one week at a time.