We are now seeing increasing evidence of the tangible impact of the arrival of GDPR in the well publicised responses of the largest global businesses to the issue of privacy and data management. Greater focus on the protection of the consumer is forming part of company vocabulary. Businesses of all sizes will need to carefully blend the pursuit of knowing their customer (from which great value can be extracted) with upholding their privacy rights, and being seen to uphold those rights. No doubt there will be great benefit in striking the right balance both from a reputational and commercial perspective.