I mean, what can be done? If you want or need to use the thing you almost have no choice.

We have to act collectively.

1. Don't buy products or use services that require personal info. Of course, this means being willing to make do without some things, at least until they're convinced/forced to change or alternatives appear. In cases where the thing is a necessity, push back (clearly, articulately, and firmly) before sharing your info. Let them know that they're losing goodwill by being nosy, and that you'll stop buying from them as soon as you can.
2. Look for products/services that respect our privacy, and support them when possible.
3. Pass legislation that forbids needlessly collecting such info. Some regions (e.g. European Union, California) have already taken small steps in this direction. We need to take it further, everywhere.

I think it might also be helpful to have some kind of (independently verified) privacy labeling program for products and services. It would ease some of the burden from consumers when shopping around, and could become an easy marketing tool for companies that want to attract customers.