Consumer expectations concerning the use of their personal data are rapidly evolving as evidenced by the uptick in privacy-related news, regulations, and a general increase in understanding of the personal data lifecycle. Laws such as the EU General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) — regulations uniquely borne out of a private citizen’s desire for more personal data privacy are introducing never before seen rights to consumers. Consumer awareness and understanding of these rights will be accelerated through platforms, such as social media, and through mainstream activists.