In this presentation, I will talk about why privacy is important, but moreover, why we don’t act when our privacy is in stake. Activities that were once private or locally shared, now leave trails that expose our most intimate thoughts. With the information revolution, and our migration to the internet, it becomes more and more important to make conscious decisions about who owns our data. For companies to stay relevant this means the same: How should the modern, ethical company treat their customers’ data? I will tell you why we should care about privacy, why most people don’t really act and most importantly: what can people and companies do to protect privacy? The talk will end with a small glimpse in the future of privacy, and about the topics we need to start thinking about to keep protecting our privacy.