Are Individuals Taking Back Control of Their Data?
Are We Becoming Wiser About Technology?
Understanding Surveillance Capitalism
In 2019, I spoke with Cindy Goss, the Founder and Principal of Propel Business Solutions, a branding and marketing firm based in Southern California. We discussed the concept of Surveillance Capitalism, a term popularized by Harvard professor Shoshana Zuboff. This term refers to the ways in which large tech companies collect and sell our personal data. Goss, a seasoned marketer, emphasized the value of data in today’s digital landscape and highlighted concerns regarding the exploitation of user information by major companies like Google and Facebook.
At that time, many people were unaware that they were essentially the product when using "free" social media platforms. We continuously shared our data, including preferences and location, often without realizing the implications. Our conversation raised the question of whether enough individuals would eventually recognize the price of their convenience in the digital world.
The Shift in Awareness Post-Pandemic
Fast forward to 2025, and it seems we may be reaching a turning point in our understanding of technology and data privacy. Issues like data sovereignty and digital rights have started to enter mainstream discussions, but our awareness has not entirely evolved since 2019. Cindy Goss suggests that while we are becoming more cautious and informed about technology’s impact, there remains a significant segment of the population that is still uninformed.
One significant catalyst for change has been the COVID-19 pandemic. As businesses closed their doors or adapted to remote work, many switched to virtual tools like Zoom to maintain operations. While this technological shift proved beneficial for productivity, it also normalized the monitoring of employees working from home. Many companies began using various surveillance methods—ranging from GPS tracking to biometric timekeeping—underscoring a double-edged sword of technology.
Changing Perspectives on Surveillance
During and after the pandemic, public sentiment has shifted regarding workplace surveillance and privacy. There is now greater concern about data collection, particularly following high-profile data breaches that made headlines. People, especially parents, are becoming more vigilant about their data and the online habits of their children. This newfound awareness is partly due to increasing scrutiny of how companies gather data and the realization that our online activities can leave permanent trails.
Regulatory changes have also played a role. The Business Transparency Act has compelled companies to disclose more about their data practices, leading to consumer pushback against indiscriminate data collection. Governments worldwide, especially in Europe and California, have tightened laws around data privacy through regulations like the General Data Protection Regulation (GDPR) and the California Privacy Rights Act (CPRA).
The Balancing Act of Regulation
Despite calls for more regulatory oversight, there’s a fine line between necessary intervention and excessive control. Recent controversies, such as the Twitter Files incident, reveal how intelligence agencies have pressured social media companies to censor specific information. This has prompted individuals to seek alternatives, including decentralized platforms for news and cryptocurrency for transactions.
AI technology is central to these discussions. While it has the potential to enhance surveillance capitalism and facilitate censorship, it also offers promising solutions. The rise of AI-driven privacy tools could help individuals regain control over their personal data. Technologies such as blockchain can protect identity and improve data sharing, enabling peer-to-peer transactions without third-party oversight.
Looking Ahead: Empowering Individuals
As we continue to navigate this complex landscape of technology and privacy, it is essential to consider who will shape the future of AI. Will it be corporations, governments, or individuals? The dynamics of competition, especially with international rivals like China, emphasize the importance of upholding values like liberty and free-market principles.
In this context, a growing tension exists. While we are required to share more of our personal data, there remains a lack of transparency from corporate and governmental institutions. This disparity raises concerns about the balance of power and privacy.
The way forward doesn’t involve reverting to a less connected lifestyle. Instead, it centers on empowering individuals against large institutions. Amidst these developments, younger generations who grew up during the pandemic are more skeptical of authority, fostering hope for a future that prioritizes human-centered innovation over exploitation. Their experiences may lead to a more critical view of technology, resulting in advancements that aim to uplift society rather than merely profit from it.
In this ever-evolving digital age, our collective experiences and struggles—much like those faced during adolescence—can guide us toward greater wisdom about technology and its effects on our lives. Embracing these lessons will be crucial as we move forward in the 2020s.
