Recently, I started a journey to improve my digital privacy. Along the way, I discovered something powerful: moving away from Big Tech isn't just a personal choice—it's an act of Non-Violent Direct Action (NVDA).
Big Tech has us in its grip: fueling inequality, threatening democracy, and practicing surveillance capitalism. We need to rise up collectively to defeat it. But how? By ditching Big Tech together, one swap at a time.
Privacy and avoiding Big Tech are synonymous. Why? Because Big Tech's business model relies on capturing your data to sell ads and predict behavior. Decentralized tech, by contrast, is built on the principle that you own your data, not a corporation.
Privacy-focused tech is not only better for me, it's the ethical, anti-capitalist choice. It can be cheaper overall, performs more smoothly, and ensures our money goes to non-profits rather than billionaires. I have personally saved a significant amount of money by switching to these alternatives, avoiding subscription traps and hidden fees.
But more importantly, every time we switch, we shrink Big Tech's power and grow our own.
The Extra Benefits:
A Note on Payment & Privacy: While many decentralized tools are free or low-cost, some require payment. It is valid to pay for decentralized tech; your money supports a better future so you may want to pay/donate. However, for activists doing activist work, digital payments can be a privacy loss unless you have secured your financial identity (e.g., using masked credit cards with false names or crypto). Standard digital payments link your identity to your activity. Until we solve this, paying in cash is the most secure option for high-risk individuals (which isn't possible for digital services).
A Note on Hardware: I use Mac hardware (MacBook and iPhone), so some tips are Mac-specific, but I've chosen apps and services compatible across all platforms.
How to Start: I recommend swapping one thing at a time and having a "crossover period" where you run both the old and new tools while you settle in. For example, I kept Google Chrome for a while when I switched to Brave Browser. This was lucky because the first time I tried to join a video call on Brave, I couldn't figure out how to enable my camera and had to go back to Chrome until I solved the issue.
Don't be deterred by glitches. When I switched to Chrome years ago, that process also included troubleshooting. Remember: a safer, smoother internet experience is yours if you persevere. And by doing so, you're part of shaping a better world where Big Tech has less of a stranglehold.
Some things have been a gain, and some a loss—but the "losses" often turned into unexpected gains. For example, I'm finding I get on better with a paper to-do list (something I didn't realize I needed), and paying in cash has led to interesting conversations with people and helped me get to know my town better.
Even if you only make a few swaps, you are increasing your digital safety by a huge amount and contributing to the collective movement to pull the plug on surveillance capitalism.
If you want to know more about digital privacy in general, here's a good overview video: 🎥 Overview Video: Privacy 101, Naomi Brockwell TV (Watch here)
...which are more secure than carrier calls/SMS/WhatsApp/Zoom etc. → Signal – Download here, register with your phone number, invite contacts. Alternative: Telegram (less secure than Signal) 🎥 The MOST PRIVATE Messaging Apps, Naomi Brockwell TV (Watch here)
→ Brave (Download here) + DuckDuckGo (Visit here). Install both. Use DuckDuckGo when Brave is too aggressively secure and won't allow what I need through. Both have their own search engines and both browsers block YouTube ads for free. Alternative: Ecosia (arguably less private, lower functionality)
→ Proton Mail – Sign up at proton.me/mail, import Gmail contacts/messages, set Proton as default. 🎥 The MOST private email service, Naomi Brockwell TV (Watch here)
...as an alternative to Microsoft, Apple, Google. Unfortunately, there is no perfect option for a Google Drive alternative, but I personally haven't minded compromising on functionality for the sake of privacy in this area.
Option 1: CryptPad Create account at cryptpad.fr, save password securely (as there is no recovery method), use online.
.xlsx spreadsheets.Option 2: Proton Drive Download the desktop client from proton.me/drive, log in, use Proton Drive folder.
.xlsx spreadsheets.If, like me, you're locked into an unsecured cloud for now (e.g., Dropbox), you can work around the problem by creating an encrypted space inside that cloud called a Vault, using Cryptomator. Download from cryptomator.org. Whilst it's free at a basic level, a £10 lifetime licence is needed for additional mobile functionality. The vault encrypts everything locally, so the outer cloud only sees random ciphertext. You can access the contents of the vault from any device that has the free Cryptomator app installed.
→ Notesnook (paid - about £20 per year) – Install app from notesnook.com, migrate any Notes you need from your existing platform, use Notesnook for all new notes. Notesnook is encrypted, cheaper than most paid suites—it's not possible to find a free truly encrypted notes system.
notesnook.com....to conceal your device's location which is otherwise broadcast when you connect to the internet. → Proton VPN – Install the app from proton.me/vpn, sign up, sign in, toggle the connection on, pick any server location you prefer. Sometimes VPNs can be too aggressive, so you can either turn them off part of the time or learn to adjust them.
→ Proton's AI Assistant Lumo – Open the Lumo app or sign in on a browser at lumo.proton.me, start asking privacy-focused questions straightaway. There is a conversation limit per week, however.
...which is more secure than a browser-based one. → Bitwarden – Install from bitwarden.com, create a master password, import browser-saved passwords, then disable the browser's own password manager.
→ Proton Calendar – Sign up at proton.me/calendar, create events, and share calendars (shared calendars require a paid Proton plan; offline editing isn't currently available, but the privacy gain outweighs the inconvenience).
JackAndJillCalendar@proton.me). You can import multiple Google (or other) Calendar histories to that account and use it as a shared account moving forward. If you're only two people sharing, you could use the 3rd calendar option for "joint events/appointments". Because Proton allows users to log in with one account to the ProtonCalendar app whilst simultaneously being logged into other Proton apps (e.g., ProtonMail) with another account, there's no compromise to overall Proton use.Avoid logging into Google accounts like YouTube. Even if you're just watching, being signed in feeds data back to Google's ad ecosystem. Here are some YouTube alternative platforms:
🎬 Odysee (formerly LBRY) Odysee runs on a decentralized network where creators host their own files, so the platform can't delete any videos, making it censorship-free. Visit odysee.com.
📹 PeerTube Visit joinpeertube.org to find instances.
Warning: 🔐 Stay Private While Watching
...is a term for setting your laptop/tablet/phone to its maximum privacy settings. Search "device hardening tutorial" on Brave or DuckDuckGo (or ask Lumo AI e.g., "how do I harden my MacBook/iPhone?") and follow the guide. 🎥 How To Make Your Mac PRIVATE, Naomi Brockwell TV (Watch here)
...to bypass the App Store and keep your activity private. → Homebrew – Run the installer script in Terminal. Instructions at brew.sh. 🎥 Why I Don't Use the Mac App Store (and What I Use Instead), Naomi Brockwell TV (Watch here)
Uninstall unnecessary Google, Microsoft, and Apple apps (Chrome, Office, iWork, iCloud Drive, etc.) since you now have alternatives. Apps often cause privacy issues even when not open, so best to get rid of them.
Google Maps is not very private but unfortunately offers the freshest traffic & transit data. Apple Maps is a slightly safer alternative but lacks real-time alerts. Organic Maps is privacy-focused and works offline (great for rural areas where signal can be spotty) but needs very precise address info and often suggests weird routes. Download from organicmaps.app.
My current practice is to use Organic Maps first, switching to Apple Maps if I get stuck. However,
The Unexpected Gain: Since I didn't want to download Citymapper for when I was in London or other big cities, I actually took to asking people about routes more. This led to smoother journeys as people still know the best routes better than mapping apps in cities. It also forced me to interact with my environment in a way I hadn't before.
No privacy-first replacement for Apple Reminders that fits my workflow has been found yet. Super Productivity is recommended, but the known issue of reminders not always going off is a dealbreaker. The Unexpected Gain: In the end, I found I preferred switching to pen and paper from Apple Reminders. It's simpler, more reliable for me, and I get on better with a physical to-do list—something I didn't realize I needed.
Bluesky looks promising because it's decentralized and privacy-focused. Visit bsky.app. Mastodon is another strong option. Visit joinmastodon.org. I've made accounts for both but haven't made much progress yet.
This was the hardest area to crack, but I've made significant progress:
Email Masking (Solved!): I have now successfully set up DuckDuckGo Email Protection. Use these anonymous "duck addresses" whenever I have to make an online purchase, sign up for a mailing list, or give a functioning email address to use for cafe Wi-Fi. This keeps my real inbox clean and my identity hidden from data brokers.
Anonymous Apple ID (Solved!): When I (eventually) upgraded to a new (second-hand) MacBook, I needed an Apple ID but didn't want to link my real identity. I bought a SIM card in cash from Tesco for £10, used that phone number to create an Apple ID, and filled in all other details (name, address) with fictional information. This is as anonymous as it gets with Apple. As long as you don't link a real bank card or phone number to the account, you can use the services without exposing your identity.
Cash Payments (The Gold Standard): Since I haven't been able to solve all privacy issues on paying (especially for things that require a digital bank transfer), I decided to start paying in cash wherever possible. Three months in, this has had all sorts of secondary benefits:
When I made the decision to become more privacy-focused and move away from Big Tech, I expected to have to make compromises; I thought I would be switching to clunky independent tech that didn't perform so well. It was a huge surprise to me to discover that actually I now experience better performance on all my devices, battery life improved, the internet seemed faster, and my laptop fan stopped whirring.
So what's going on? Well, it turns out that Big Tech apps work our devices unnecessarily hard, partly because of the extra energy it takes to collect our data constantly and send us ads, leaving us feeling that our devices are slow and that we need new ones! Privacy-focused tech runs better for these reasons:
Summary of Annual Savings:
| Category | Estimated Annual Saving |
|---|---|
| Streaming & Subs | £431.64 |
| Connectivity & Hardware | £379.00 |
| Travel (Cash & Hacks) | £230.50 |
| Community & Making | £360.00 |
| TOTAL ANNUAL SAVINGS | £1,401.14 |
For those who can't switch to cash travel or maker habits yet, just the digital swaps alone yield massive results:
When I started this journey, I thought privacy would cost more. Instead, I discovered that Big Tech charges a "privacy tax" through subscriptions, data harvesting, and planned obsolescence. By opting out, I've reclaimed hundreds of pounds annually.
I had no idea how much money I was hemorrhaging to Big Tech, essentially funding the very system I oppose. Every subscription I cancelled and every service I swapped meant that money was no longer flowing into the coffers of surveillance capitalists. Instead, that capital could be redirected toward funding activist movements to build a better world.
A Note on Costs: This isn't a story of zero spending. I now pay for Notesnook (approx. £20/year) and buy items locally (like guitar strings) that cost slightly more than on Amazon. But that's okay. Because of my massive savings elsewhere, I can afford these ethical premiums without breaking the bank. In fact, the money I save on Big Tech subscriptions easily covers these new costs with plenty left over for donations or mutual aid.
Everyone's situation is different. I didn't have many subscriptions to begin with. If you have Spotify, Netflix, or multiple cloud services, your savings will be even higher. Similarly, if you tend to buy new phones and laptops every year, switching to second-hand and extending device life could save you hundreds more than my figures show.
The Potential for Collective Power: Imagine if thousands of us redirected our "Big Tech tax" into mutual aid, climate justice campaigns, or the movements we need to win. That is the power of collective refusal.
Here is the breakdown of my annual savings:
The Bottom Line: By simply refusing to fund Big Tech, I've freed up nearly £1,400 a year. That is money that can now go to donations, mutual aid, or funding the very movements we need to win. The "cost" of privacy is a myth; the cost of Big Tech is your wallet, your data, and your freedom.
Good luck with making the swaps!