Copyright © 2022 Accenture. All rights reserved. 70 05 Signed, sealed, delivered Thirdly, when people have absolute control over their data, businesses will have to work harder via loyalty programs and incentives to reward customers for sharing their data. This is a renegotiation of the established dynamic from the past decade. People who trust a brand will want to offer their data in exchange for benefits offered. We expect to see brands plugging their loyalty apps into people’s digital wallets as a strategy to fit seamlessly into their lives and earn their trust—and their data. Ultimately, loyalty programs will improve when customers own the data the programs collect, such that it can’t be sold on. This aligns incentives: marketers will want and need to be trustworthy because if they aren’t, they won’t have consumer data to work with. They will compete to become the most trusted brand in their category because customers will have the power to go where they want, buy what they want, and share what they want. When customers willingly share their data, it suggests a level of buy-in to whatever the brand is offering. Companies spend an average of 10% of revenue on marketing, but the average conversion rate is between 2-5% because the quality of data is poor. 101, 102 Experimenting with new avenues to grow first-party data and increase conversion rates will prove to be lucrative. When someone shares parts of their digital identity with a brand, a rich profile will be built, telling a deeply personal story about them. This will enable more accurate and personalized marketing. However, all this comes with a major caveat: despite the obvious advantages, will there be significant adoption? Tokens represent a huge design challenge. There will be a transition point where the technologies that are in the foreground today (i.e., tokens, blockchain, Web3), will fade into the background and just become part of digital experiences. As much as any new technology we can remember, adoption will require excellence in experience. + paper cut-outs, Pop-up book, paper cuting , aspect ratio 3:2, upbeta, algorithm version 4