Our thinking on the true value of data is not where it should be this far into the game. Maria Savona looks with us into the economic and social aspects of the equation, saying that all should be captured when it comes to data. Value concentration is a concern and redistribution should be on our collective mind. There are policy attempts to do so – listen closely for hands-on details – but much work remains to be done. There is a need to reimagine the relationship between individuals as data generators and data gatherers, from large platforms to public administration. Such a “contract” requires much (much) better data literacy on the side of the individuals and a deep commitment to redressing imbalances on the side of the policy makers. Last but not least, the discussion goes into COVID-19. This crisis forced us to talk about data in the context of emergency – an opportunity to understand data value but also a (hard) lesson on the role of trustworthiness and individual rights in such set ups. What comes next? Find out in her discussion with UNESCO’s Iulia Sevciuc.