“A Reasonable Thing to Ask For”: Towards a Unified Voice in Privacy Collective Action

ABSTRACT People feel concerned, angry, and powerless when subjected to surveillance, data breaches and other privacy-violating experiences with institutions (PVEIs). Collective action may empower groups of people affected by a PVEI to jointly demand redress, but a necessary first step is for the collective to agree on demands. We designed a sensitizing prototype to explore how to shepherd a collective to generate a unified set of demands for redress in response to a triggering PVEI. We found that collectives can converge on high-priority concerns and demands for redress, and that many of their demands indicated preferences for broad reform. We then gathered a panel of security and privacy experts to react to the collective’s demands. Experts were dismissive, preferring incremental measures that cleanly mapped onto existing legal structures. We argue this misalignment may help uphold the power chasm between data-harvesting institutions and the individuals whose personal data they monetize.