 Vibrant and growing areas of economic activity—the “trust economy,” life sciences research, personalized medicine/education, the Internet of Things, personalization of goods and services—are based on individuals trusting that their data is private, protected, and used only for appropriate purposes that bring them and society maximum value.This trust cannot be maintained using outdated approaches to data protection.Pseudonymisation, as newly defined under the GDPR, is a means of helping to achieve Data Protection by Design and by Default to earn and maintain trust and more effectively serve businesses, researchers, healthcare providers, and everyone who relies on the integrity of data.