Put simply, most organizations are unthinkingly collecting more data from customers, without understanding the true impact: the real costs to themselves, and to customers.
In the near future, privacy-preserving authentication methods will flood the market, and they will be based on Zero-Knowledge Proofs. IBM and Microsoft invested in these solutions many years ago.
Here’s an easy-to-understand analogy to help your non-technical friends and customers understand public keys and private keys, and how they relate to cryptography and digital signatures.
This problem was first explored by MIT researchers Shafi Goldwasser, Silvio Micali and Charles Rackoff in the 1980s as a way of combatting information leakage. The goal is to reduce the amount of extra information the verifier, Victor, can learn about the prover, Peggy.
proofs: https://w3c-ccg.github.io/ld-proofs, cryptosuite: https://w3c-ccg.github.io/ld-cryptosuite-registry, #GnuPG: signatures https://gpg.jsld.org/contexts