> we still just talk about privacy

I am not sure what your "we" refers to.

I am sure people can "do more" on improving privacy.

But in many places the concept "privacy" is vague, without much explanation of why it's an important concept. And I would like to see more discussions about this concept.

I do like you saying "Privacy is exclusively cast as an individual / personal concept".

Individuals are the smallest unit in our society and has the least protection against larger groups of people (e.g. companies, governments, other powerful groups). Privacy would be one of the concepts as basis of "individual protection".