To understand the "target emotions"for a campaign for an app that solves people's (consumers) privacy concerns because of hypothesis that emotions will drive people to action. To have 2-5 answers headlined by the emotion (fear/humor/inspiration/disdain/anger or other emotion), and supported by research, ideally surveys, or other reporting that answers the question: "What emotion associated with privacy and its solutions would best drive people to take action to control their privacy, including a holistic privacy app like Figleaf?" If possible, to have any research citations on the primary demographic which is an American 30-49 year old, skewing male, middle-upper income (100+ household income), likely have children/family. More general population research is acceptable if cited/explained as such.