What’s the most valuable commodity on the planet? For some, it’s diamonds or californium-252 at $27 million per gram. For others, it’s crude oil or lithium as demand skyrockets.
Most of us forget how these compare to our personal privacy. Even media professionals need reminding how truly important a reputation is. We’re hired to promote personalities, raise the profiles of experts which in turn builds brands. Is it time we collectively put a price tag on this asset – arguably the most prized of them all?
As a Consultant following the impact of AI and superintelligence, it’s obvious that the long view is critical. When the technocrats can’t predict any outcomes beyond 2025, we have to be ever mindful of the risks.
Why worry if I have nothing to hide? Unlike commodities that can be bought and sold openly, privacy is intangible – it’s about control over your personal data, conversations, and online profile. Without realising it, over the last quarter century, the developed world has created a digital footprint which we’d struggle to erase. Yes, it’s pretty much there for eternity. This data is stored on the web, across social media platforms like Facebook and Instagram, or the multitude of apps or smart devices we use daily for work or leisure.
Billions of snapshots catalogue our lives. Family photos, holidays, career milestones or blogs. Camera film is obsolete, while photo albums are almost museum pieces. Like it or not, this data is bought and sold. Our personal spaces are displayed all over Airbnb and similar platforms . Worrying, we install home cameras which can be publicly viewed if hacked. We’re walking data sets, targeted by algorithms and advertising across our phones and screens.
The marketing industry maximises content across a spectrum of channels, from print to streaming, getting ‘eyes on’ for clients and reaching ROI. The more ‘creators’ there are, the harder brands have to work for airtime.
More views, more likes means more money. Increasing numbers of aspiring influencers actively commodify their lifestyles and relationships and avoid facing the trade-off. A YouTube channel can generating vast incomes for a personality or TV star. It notches up 3 billion users every month, while users spend an average of 75 minutes on the platform, it’s no wonder everyone wants to be a podcaster.
Nevertheless, some who’ve made a tidy sum in the spotlight are now backing out. Reactions from devoted fans can be fickle and hard to manage. Some cannot cope with the scrutiny, backlash and ‘call out culture’.
One notable example is Tiffany Mitchell, a lifestyle influencer based in Nashville. She faced a backlash after sharing photos of her motorcycle accident online. Critics accused her of “glamorising” the incident, especially since the images appeared staged and included product placement, such as a prominently displayed branded water bottle. The controversy led her to archive the posts and address the criticism publicly. Even experts are not able to tell if an image is genuine or AI generated.
Setting the boundaries. In today’s corporate world, senior managers can successfully elevate their career by becoming media spokespeople. Thought leadership is a powerful and cost effective way for a company to get their messages out and secure valuable coverage or raise awareness of important public issues.
Again, if not carefully managed or nurtured, they can become unpaid hostages, thrust in front of the camera, on the spot and video footage broadcast to the global media.
Only recently a self made multimillionaire wanted me to secure top tier coverage,. His ‘rages to riches’ story had landed him a contender on the BBC’s ‘Dragon’s Den’ TV panel of judges. He wanted to promote his images as single father which would include lifestyle photo pieces with his infant son, unaware of the disadvantages.
I recommended safer storylines. The risks of public exposure to anyone’s future privacy is unfathomable,
Is this true luxury? The truly savvy and uber wealthy individuals understand this instinctively. Unlike displays of wealth on social media, real affluence often lies in the shadows. Davos hopping billionaire dynasties and shipping magnates are prime examples—they maintain a low profile, safeguarding their personal lives from public scrutiny. The most valuable assets they possess aren’t just their fortunes but their ability to live without the prying eyes of the public.
In a world increasingly dominated by surveillance and voyeurism, privacy is the ultimate luxury. Those who recognise its value work tirelessly to protect it, understanding that once lost, privacy is nearly impossible to regain. In the end, privacy isn’t just a right; it’s a choice, and the wisest among us guard – and manage – it fiercely.
If you’re considering a new brand voice – or a refresh – and want any advice, we’re here to help.
To restore anonymity and remove online content, get in touch.
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