Podcast Summary Article
In this essential episode of Brands on Tap, the team unpacks everything businesses need to know about marketing consent—what it means, why it matters, and how it has evolved in recent years. As data privacy becomes increasingly critical, this conversation offers a grounded, practical guide for navigating consent in both digital and offline marketing.
✅ What Is Marketing Consent?
At its core, marketing consent is about gaining clear, informed permission from individuals before engaging with them through marketing activities.
- It covers data usage, communications, and tracking—from websites to face-to-face interactions.
- It’s a way of being transparent, ethical, and compliant with modern standards like GDPR.
- Importantly, it protects both the business and the audience by ensuring expectations are clearly set.
In other words, consent is no longer optional—it’s foundational.
📆 Then vs Now: How Consent Has Evolved
The team reflects on the journey from pre-GDPR days (pre-2018) to now:
- Then: Consent was vague, often implied or bundled in without much clarity. Users had limited visibility over how their data was collected or used.
- Now: Consent must be explicit, informed, and verifiable. Users should understand:
- What they’re opting into
- How their data will be used
- How to withdraw consent at any time
Modern users expect control and clarity, and businesses that don’t deliver risk losing trust—or worse, facing penalties.
🛠️ How to Do Consent Well in 2025
The episode outlines several key best practices:
- Clear opt-ins: Avoid pre-ticked boxes or passive agreement.
- Layered communication: Use clear explanations up front, with links to deeper detail for those who want it.
- Omnichannel consistency: Whether it’s a form on your website or a sales call, consent processes should be consistent and transparent.
- Data minimisation: Only collect what you truly need—and explain why.
They stress that even offline marketing (e.g. event follow-ups, printed forms) must now be approached with the same level of consent awareness.
🧠 Why It’s Good Business (Not Just Legal Box-Ticking)
Consent isn’t just a legal requirement—it’s a trust-building mechanism:
- Audiences value honesty and control.
- Businesses that handle data ethically are more likely to earn long-term loyalty.
- A consent-first mindset aligns with broader brand responsibility and transparency goals.
📌 Final Thoughts
Marketing in 2025 is about more than conversions—it’s about consent, clarity, and care. Brands that respect the boundaries and rights of their audiences won’t just stay compliant; they’ll thrive.