One thing that is being done is to reduce the amount of clear text available for collection: more and more data is encrypted in transit and at rest.
I think the existing state with e2e encryption easily accessible to those who care, but not enabled by default in many areas, is probably ideal.
I'd like to see more work on encryption of the metadata - for example, hiding who is sending messages to who, and when. The who, where and when of communications leaks nearly as much private data as the content itself.
Currently, tech for hiding who, where, and when isn't easy enough to use.