Pundits like to say that privacy is dead. But from Forrester's perspective, privacy is not only very much alive, but it's set to become a major competitive differentiator in the years to come. Consumer attitudes — even if they don't always match their behavior — tell a story that organizations must heed as they develop their data strategies today. This report re-examines consumer attitudes on privacy, security, and personal data and provides analysis on what they mean for customer insights (CI) professionals.