Recently released findings from the Auth0 2025 Customer Identity Trends Report provide important insights into what customers of digital-first organizations expect. This detailed report calls out those key issues of security, privacy, and transparency that consumers just won’t accept any longer. In today’s increasingly digital world, these aspects are critical than ever. Auth0 created this report to help organizations like yours meet these new—and increasing—expectations with finesse.
As these digital-first organizations continue to evolve, their strategies will need to change to best serve their customers. The study, commissioned by consumer rights group Which?, suggests customers care most about security over any other concerns when using online services. They want the end of organizations treating their personal data like the wild west, signaling a heightened sensitivity to the risk of cybersecurity breaches. This expectation forces the private sector to up their game in terms of security. In doing so, they earn their customer’s trust and develop lasting relationships for the long-haul.
Though the report leads on talking about security, privacy is equally as important to customers. Consumers today are rightly wary of how their data is gathered, secured, and used. Today’s customers demand transparency from companies on how their data is being used, starting with easy-to-understand disclosures around consent and data usage. The Auth0 report highlights the fact that organizations need to focus on these areas to build customer trust and increase satisfaction.
Our report’s findings further highlight the importance of transparency allows for productive customer engagement. Finally, customers need to know that organizations are doing all they can to keep their information safe and secure. The report urges all organizations to adopt and implement clear, understandable privacy policies. It pushes them to pursue honest discussions with their clients on data practices. This first step, when taken proactively, will go a long way toward enhancing customer perceptions and building loyalty.
Auth0‘s annual look at the past and future of customer identity is a rich resource for any organization looking to get ahead of these changing demands. This report is intended to be a resource for businesses seeking to improve their customer identity management practices. By recognizing these key areas of security, privacy and transparency, organizations can build customized approaches. This particular strategy is crucial to ensuring they are in touch with their customers.
Auth0’s 2025 Customer Identity Trends Report uncovers those rising trends. It outlines how these expectations are trending to continue to change in the coming years. As digital interactions continue to rise, organizations must remain vigilant and responsive to changes in consumer preferences regarding identity management.