Data quality does not stand still. And we don’t just mean that there are new technologies to leverage and new requirements to meet. It is also the case that the data whose quality you want to ensure itself changes. People die, move house or offices, and change their names. New people are born and get added to your database, new sensors get added to your network. So, data quality is not a one-time event but, rather, an on-going process. The trends identified in this paper mean that these processes are broader in scope and involve new types of users. This represents a challenge to vendors: the tools that they offer cannot stand still either.