Data governance (DG) has long struggled because it oversimplified three key elements of a governance model: objectives, structure, and processes. As firms become more insights-driven, the stakeholders in data governance expand and objectives become more complex. Enterprise architecture (EA) professionals must adopt a new approach to data governance — a 2.0 version, with an end state of data citizenship. There is no single path to this end state, as every firm has its own dynamics. This report provides EA pros with an explanation of the factors shaping the DG journey and how these factors affect their governance evolution.