With enough data points, you can track and predict behavior and psychology. The recent example we hear of is period tracking apps, and how that can impact abortion rights. The implications go way beyond just a period tracking app.

Look at this incident from 10 years ago. Target was tracking a high school girl’s purchasing behavior. Based on her online behavior and change in online behavior, Target put her into the pregnancy prediction window that she might be pregnant. So they started sending to her house coupons for pregnancy, babies, etc. The father saw those coupons and was furious. He went to Target and said how dare you send these to my daughter, she’s only in high school. Turns out he went home, talked to his daughter, and she was pregnant. And then he apologized to Target.

Now imagine that applied to everything in your life. Your mental health and well being, prescriptions, medical history, your relationship with friends, where you like to go, where you don’t like, your fears and worries, your politics, EVERYTHING. Your identifying information, your biometrics, your identify, all of that.

Predictions about all sorts of preferences and choices you have can be made even before you’re aware of them yourself.

Trust me, companies can suggest way more than just songs and series you like.

I was asked, “Is it so bad our data is being sold? Isn’t it being used just for marketing purposes?” NO.

So maybe you’re thinking they’re tracking what kind of toilet paper you use for example. So they’ll put it in your cart next time and give you ads about it. Maybe that seems convenient and harmless. But remember what I said about convenience. And it it’s not harmless. 

They’re not just able to track your buying habits, but they can track your health, medical, your friends, your locations, where you go to buy, where you live, all of that data. Your actions, your habits, what you do, how you do them, what your preferences are, and what you’re thinking.

Companies can and already do make determinations and predictions about your social ranking and status.

Think about the implicaitons of this and decisions will get made about who deserves and does not deserve resources, access, and even life. 

There’s a reason why companies want your data so bad.