I have recently become an avid user of the app YourLocal. It combines my interest in quality food items, my desire to contribute to less food waste and my propensity for convenience. Essentially, it lists stores in my vicinity that have deals on products right before closing time that might otherwise end up in the bin. Anything from a nice slice of cheesecake at the local deli to overstock on quality olive oil nearing its sell-by date at the supermarket.

Many established chains are selling their “close to expiry” products through this app, and I wish my general shopping experience with them could be this smooth. YourLocal hits me where I am, with a compelling deal that increases the chance that I will find my way in the door of a store. And probably leave with more than just the bargain that brought me there and my clean conscience due to preventing food waste.

When your guard is down …

I know that those same chains are sending me weekly emails with good deals and most of them would try to stuff paper editions of those weekly deal pamphlets into my physical mailbox if I had not yet opted out of receiving them.

Through a service like YourLocal, I allow their message to seep through. It simply fulfills my needs better and makes me more susceptible to a good and relevant bargain. Once I have my bargain, I think my guard is down a bit in terms of being receptive to future stimulus from that same source.

But what are the privacy costs of my hunger for low-priced gourmet food items and reduced food waste? There are a few: I allow the app to track my whereabouts. It knows what I shopped for and the types of stores I have favoured. It knows I tend to pass over buffet leftovers and go for prepackaged items.

Voluntary personal data handover vs. Big Data Brother

If you choose the option to log into the app via Facebook, I assume Facebook knows all this too. All valuable information for retail trend trackers and Facebook ad sellers, I suppose.

Like millions of other consumers choosing to like a Facebook post or shop through any online outlet, I have weighed those costs against my convenience. I have chosen recognition over anonymity for the price of a discounted wine bottle. I am not alone.

Perhaps because of this, I find it fascinating to watch the debate on privacy unfold. It seems to me that whenever we speak in vague and general terms about storing data (especially if done by authorities!) many are worried and against it. Health data is a heated and very important area for this, and one people naturally feel strongly about.

But while some worry, almost 1 million people have voluntarily not only given their DNA to a private company, but also allowed that information to be used for medical research! They even paid over US$100 to do so. You have probably guessed that I am referring to the service 23andMe that gives you a profile of your genetic ancestry and even a health profile. Last time I visited the site, 23andMe was promoting a special Valentine’s Day offer.

Putting others first in a me-centric world

I would not be surprised if some of the Big Brother sceptics are among the 23andMe customers. Because somehow, when I have made a personal decision and have a specific personal gain, I can relinquish my fear of misuse. I have absolutely no reason to believe that 23andMe or YourLocal are using personal data in any nefarious ways. They are selling a compelling product that is made compelling by my data and my preferences.

I happen to believe that governments and authorities, appointed by us to govern our greater good, will do us all a favour if we trust them with our personal data about health – even if we do not receive an instant and gratifying reward for our trouble. They care less about my specific conditions than the aggregated knowledge gained when comparing mine to hundreds of thousands of others. When the use of personal data has helped specialists find cures for cancer or lower hospital-induced infections, we will all have gained something much more valuable.

So let us all apply nuances to the conversation about privacy and customer experience.