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The statement "I don't have anything to hide..." is the most common argument used against safeguarding your online data (i.e:. 'digital footprint').
Before determining the level of effort to invest in online privacy, it's important to understand how much of your data is being collected, who is collecting it, and how it is being utilized.
Furthermore, note that AI is being utilized to enhance the efficiency and depth of data collection. It is also employed to create profiles and behavior models that surpass the capabilities available just a few months ago.
Non-Government Organizations are gathering and maintaining the following information (at a minimum):
Personal information (e.g., name, driver's license, date of birth, payment details, social security number, contact information, user IDs, passwords, etc.)
Unique Identifiers (e.g., IP address, device type, system details, applications used, etc.)
Activity: (e.g., all searches performed, networks accessed, all content on your device, usage (time, amount), payment details, Medical Information and Health History, purchase activity, browsing history, numbers called/texted, reviews posted, all media/content viewed, all articles read, etc.)
Location Information: Your whereabouts, timing, duration, and travel methods... 24/7
Now that you're aware of the basic information known about you, let's revisit the idea of "I don't have anything to hide".
Ironically, most individuals are more focused on keeping their 'personal activities' hidden from spouses/partners, family, friends, and acquaintances than from the government, non-government organizations, and companies.
Even if you believe you have "nothing to hide," a case can be constructed against you for virtually any reason.
The CIA, FBI, and NSA have access to the websites you've visited. Using just the metadata from your phone calls, emails, text messages, and website visits, the government can gather enough information to create a narrative or case against you if they choose to, without your knowledge. They don't need the actual content of this information… they can deduce:
Are you contacting an abortion provider, a divorce attorney, a secret partner, or a substance abuse counselor? What type of pornography you prefer, which chatrooms you frequent, what websites you visit, and which organizations you support or belong to.
All of this can be used to build a case against you at any time, for any reason.
Because of excessive regulation, criminalization, and legislation, the average person, while conducting their daily activities, unknowingly commits three felonies each day.
This implies that if the government wants to target you for any reason, they will find a way to do so.
Remember that what is considered criminal, anti-government, or even anti-social is constantly changing. Therefore, while your actions today may not fall into these categories, there is no assurance that they won't in the future.
No doubt that both government and non-government organizations are exchanging their data and utilizing it to create a depiction of you that might not be accurate. With the addition of AI, distinguishing between an online profile and the real you will become challenging.
Here are several real-world instances where your online profile is being used to your disadvantage. In nearly all of these situations, it's crucial to remember the 'judge, jury, executioner' mindset, as these actions occur not only without your consent but also without your awareness or the opportunity to dispute them:
Finding online content that hasn't been customized to your preferences is impossible. This encompasses politics, religion, social issues, gender, race, and extends to altering your entertainment choices, products, and services you're targeted for. It effectively keeps you in your own 'bubble' and shapes the narrative an external entity desires.
This is the modern version of the 'bread and circuses' approach to controlling the populace. Instead of bread and circus, it's about keeping people angry and polarized so they don't notice the person behind the curtain.
The TSA has profiled you, and you could be denied entry, taken aside for a thorough search, or even arrested if your profile raises any red flags, regardless of its accuracy. Insurance companies (auto, medical, home, life, etc.) are using this data to increase your rates and/or deny coverage.
Auto companies share your driving habits with auto and health insurance companies.
Your online profile acts as judge, jury, and executioner, without you ever being heard.
You are presumed guilty until you can prove your innocence.
Factors like your age, ethnicity, and demographic are used to discriminate against you.
Targeted ads and product placements are already happening and becoming more and more sophisticated to the point that we aren't aware we are being 'sold' throughout everything we do.
Imagine that product placements in a movie or tv show are tailored based on our personal profile. Don't imagine - it happens now.
Prices can and are adjusted in real-time to ensure sellers always achieve maximum profit.
This applies not only to services (e.g., travel) but also to commodities and physical products.
Potential employers review your digital footprint and may reject your application without disclosing the reason.
Very easy to practice age/gender/race discrimination as this information is gathered without an applicant's knowledge.
Current employers examine your online history, financial profile, geo-socio-demographic data, etc., and often decide on terminations without providing explanations.
Banks and financial services decide whom they want to do business with based on your extensive financial history.
Fees and interest rates are also adjusted (not in your favor).
You can be denied a mortgage, auto loan, etc., without being told why.
Any hint of a personal stance on any topic can and will be used by others to judge you.
White-collar criminals use your information to hack into your financial and credit card accounts, stealing your money and identity 
Blue-collar criminals use your information to assess your valuables, security measures, and when you're not home. Individuals can be targeted by any entity for any reason...
You can be identified for attending a rally, protest, demonstration, or simply being in the wrong place at the wrong time, regardless of the cause or purpose.
Law enforcement has moved beyond using personal information to find criminals; they're now using this data to predict criminal behavior. You may already be profiled as a potential 'serial killer' in the making...
These real-world examples are just the beginning.. Tech capabilities for capturing your personal data are growing exponentially over time. The ability to mine that data and use it for purposes not yet imagined is only going to become more powerful with the use of AI.
The question isn't about whether you should practice online privacy, but about the best method to do so. Clearly, there is a point where the effort yields diminishing returns. For instance, achieving over 95% privacy requires significant effort, while reaching 80% is relatively simple.
It depends on how much you value your online privacy and the effort you're willing to invest in it.
As in many things it is all about managing risk.
Please see my post on how to protect your online data here: Safeguarding your Online Privacy
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