Why change is so hard? (Or why people don't care about privacy)

I’ve been thinking a lot about privacy these days, and there’s one thing that’s got my attention: people saying they care about privacy but passively using the same tools.
Let’s consider Facebook’s recent scandal. If you look back in its early days, they have been jumping from scandal to scandal — today’s not the first time they avoid a massive crusade.
This time maybe has been a little bit harder than in the past, but still, the water has calmed down again.
A friend of mine was upset when he discovered he was the product big tech companies sell. He swore he was gonna delete his Facebook account and take measures to preserve his privacy online… Last time I saw him, he was checking his Facebook’s newsfeed, like he used to. There wasn’t any change at all.
So what does it take to change the status quo and rise awareness? And why people don’t care about their privacy?
Well, there’s some sort of awareness, but what does it take to change the status quo and rise awareness, and transform that awareness into action?
Why is it that people don’t want to change? Why do people still keep giving these institutions so much power while consuming their “free” services?
Why people are not able to make change on long-term issues? Why we, as species, only focus on the short-term while its clear the long-term is catastrophic?
Talking about long-term consequences doesn’t help. People need information that perfectly shows the consequences of sticking with the status quo. If the pain of switching is greater than the perceived consequences, people won’t change. And that’s exactly what’s happening right now.
So we’ve got two options out of this: (1) increase the awareness around privacy and data, and make people really understand the consequences (both, in the short-term and long-term) and/or (2) make the cost of switching smooth as butter.
When it comes to privacy and data, there’s a lack of literacy. There’s a lot of work ahead. And it’ll be hard, but the change we need won’t happen by itself, we need to make it happen and get our rights back.