Privacy and security are perceived as of great importance. However, readily available Privacy-Enhancing Technologies (PETs) and their development, innovation and standardization is not very forthcoming. Indeed, the dominant business model is privacy invasive: gathering and using private data as part of the business model to safeguard continuity. Meanwhile, users want their digital privacy and security safeguarded. The research strategy consists of desk research (analysing transcripts and the literature) followed by a survey to quantitatively analyse and find drivers and barriers of Privacy-Enhancing Technology adoption and diffusion. The research objective is to discover what managerial and policy recommendations can be stated in order to help PET producing organizations to increase the adoption and diffusion of PETs in general.