Every person who uses the Internet has a unique digital identity, consisting of individual data points, such as their username and passwords, what movies they stream, what articles they tweet, and more. Laws like the GDPR and CCPA attempt to give people some control over their data, but it can still be challenging to understand what our digital identities consist of, how they are used, and what kind of data companies collect. To help better understand how people perceive data privacy, especially in light of COVID-19, we teamed up with Juniper Research to survey 12,000 people in six countries: Australia, France, Germany, the Netherlands, the United Kingdom, and the United States. Our resulting Cost of Privacy report found that while consumers are surprisingly unaware of how much their data is collected, they intensely value privacy. Even benevolent causes like the containment of COVID-19 aren’t enough to merit sacrificing their data..