To me it's much more of an ethical concern than a practical concern. Digital privacy is a human right (privacy is listed under Article 12 of the Universal Declaration of Human Rights). The only immediate ways in which I can uphold this right and contribute to a fairer society is through exercising my right to vote and making ethically superior choices as a consumer. So for me, it's less about avoiding the government or big tech for practical reasons like surveillance and scams driven by data breaches (though of course these are still valid concerns for many) and more about supporting those who I believe are doing the right thing (or are at least an improvement).

If we don't support the better alternatives then they will never grow enough to achieve mainstream success and challenge the current establishment. I know some people here hate Proton, but that is a great example of a privacy-focused tech company which has grown significantly because of consumer support - to the point where it has a full suite of products that do a much better job of competing with heavyweights like Google than a tiny, unsupported startup would have had. A company like that might not even have survived without its early adopters, and then the next one to come along would be even less likely to receive investment in the early stages due to the history of failure within the sector. To me, being privacy conscious is all about being part of a positive movement; supporting people and companies that are doing the right thing and refusing to accept problematic behaviours and practices I see in the world.

I know for some people, particularly minorities, privacy is a real world concern and I fully acknowledge that but I think sometimes we do ourselves a disservice by trying to sell it to everyone in such a scary way. Humans are not very good at perceiving or responding to threat until there is actual undisputable evidence of it in their immediate surroundings. So when you tell these people that they'll lose all their money to scammers or that their government is going to unjustly target them they don't actually believe you or take you seriously. They think you are insane. The better sell, I think, is to show people that this is a positive movement and worldwide community that they can be a part of.

EDIT: I was going to add this yesterday but forgot. I don't know if anyone here has seen The Social Dilemma - the big reason that documentary went viral was not just because it gave a very detailed and scary overview of all the problems with surveillance capitalism and the attention economy, but also because it finished on quite an optimistic note. They told viewers "we know this is all really scary for you but we have smart people working tirelessly to change things and build a movement that we want you to be a part of". It left people feeling engaged, like they still had some level of agency over the situation instead of paralysed with fear and just totally abandoning all hope.