I think lots of boomers and gen-x do care. (At least the ones I know). They just aren't tech literate enough to do anything about it.

I think we need more privacy oriented devices and software with simple ux, and advertising that isn't targetted at the tech community.

Run some TV ads for a privacy enabled smartphone, and play up how it works just the same as your current phone but doesn't spy on you. Shit like that.