Despite increasing awareness of data control importance, New Zealand organizations are failing to translate concern into effective action. Datacom New Zealand’s Managing Director, Peter Nelson, highlights this disconnect. Companies are acknowledging the need to better manage their data, yet practical implementation remains a challenge. This gap exposes businesses to potential risks regarding data breaches and regulatory non-compliance. The issue suggests a need for focused strategies and investment in robust data management practices. Addressing this shortfall is crucial for securing organizational assets and maintaining customer trust in the digital landscape. Ultimately, proactive measures are required to bridge the gap between awareness and tangible data control.