All modern businesses are engaging with their customers through technology – but with security incidents and data breaches constantly in the news, consumers don’t want to share their personal information. They’ll limit what information they share, or create fake profiles. At the same time, password fatigue causes consumers to reuse passwords across multiple sites, putting their information at greater risk. Businesses lacking consumer trust end up with bad data and ineffective marketing. Understanding, managing, and securing customer data can become the foundation for consumer trust. Read how Okta’s approach to identity helps businesses secure customer information, increase marketing effectiveness, and deliver a branded and scalable user experience.