Build capacity for a social movement to address negative effects of technology and discriminatory data practices on democracy and social justice, particularly effects on increasing inequality and cumulative disadvantage. As the future is already upon us, we need to counter these trends and lay the foundation for a social movement that aims to preserve and advance democratic ideals and values and that will ask the question whether the advances of these technologies and data practices are worth the costs. A new strategic communications frame is needed to put forward a compelling critique of the ‘efficiency and consumption above all’ paradigm. We need to foster a social discourse that analyzes the (private and public sector) surveillance society in a broader context, thereby moving Americans and citizens of the world away from individualistic toward systemic solutions.