Take some time to understand the reason why you are concerned about this in the first place. The real reason. How do you feel inside. Then think about how you would want to feel working for a company like yours now. Visualizing positive images helps getting you to where you want to be faster.
Now having a positive image in mind and body, what is the easiest you can do to get yourself closer to where you want to be? To me, you obviously can't go in the direction of talking to your bosses, because they are already infected with this idea of selling information to third parties. What do your colleagues think? Talk to people in the same industry as you, what do they think? It is not a recent question so I bet there are organizations working with this that you are not aware of - try to find them. Ask customers of your service, what do they feel? In any case find like-minded people because you need to keep going, every day you have to progress in the direction of raising awareness about this issue.