That will mean better data protection, storing data bases in various paces, technology like block chain, deleting data if its not being used, encryption, and including data protection in treaties and business deals. Just like we discovered governments are seeking to steal information on COVID vaccines they also want to know about consumer behavior in society.
Worse then unethical behavior for business purposes is unethical behavior by governments that want to use such information for nebulous purposes. Collecting and cross analyzing this data leaves one with a great amount of knowledge about people, their buying habits and their communities. When you apply modern psychological theory you could likely determine their motives as well.