One reason for me to believe this, is that it's already getting somewhat creepy, even for the general public. When the new invigilation systems at china get demonized in public media, people will start to care about privacy a lot more. Which will open a lot of market space for companies focusing on privacy. Apple is one company I have in mind here. But, especially with articles about homomorphic encryption coming up more regularly and a lot of research on how to train ML systems with anonymization on end user devices (a blog post about Siri and differential privacy comes to mind) going on, I think companies will start to cater more to those needs of society. End-to-end encryption is already a standard feature in new messenger applications.
Another good sign, at least in Europe, is GDPR.