Organisations are increasingly expected to behave differently. The visibility that digital technology brings to an organisation – whether willingly or unwillingly – is also a key mechanism for bringing change to an organisational culture. The form of change that is being driven by the expectations of consumers asks that organisations genuinely embrace the following five qualities of transparency, sharing, customisation, boldness and openness. The expectations regarding data handling and privacy that have been formalised by GDPR in Europe and regulatory bodies also echo this consumer movement towards particular forms of organisational behaviour. Each of these five qualities enhance the organisational system and makes the business models that are being offered engaging, relevant and valuable to the consumer. Succeeding with this offer, in turn, generates greater long-term value for the organisation. This chapter looks at how to leverage these qualities internally and externally to support strategic digital transformation while also aligning with consumer expectations.