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a supermarket checkout where a woman in grey smiles as she scants her card - bunt there is a red box behind her and a threatening vibe, like she's being watched
Scanning a loyalty card means discounts, but it also means surveillance. (Image: Getty; additional design: Tina Tiller)

SocietyMarch 25, 2024

Supermarkets know everything from your gender to licence plate number. Do you care?

a supermarket checkout where a woman in grey smiles as she scants her card - bunt there is a red box behind her and a threatening vibe, like she's being watched
Scanning a loyalty card means discounts, but it also means surveillance. (Image: Getty; additional design: Tina Tiller)

CCTV cameras, self-checkout machines, data-gathering loyalty cards, facial recognition: supermarkets gather an obscene amount of information about customers. Can they be trusted with it? 

Every day for the last few weeks, J Frank*, an Auckland software developer, has checked the letterbox. He’s been waiting for mail from Woolworths containing their new Everyday Rewards cards, the supermarket chain’s loyalty programme.

Concerned about how much information the supermarket has about him, Frank has devised a way to get the bonuses of loyalty discounts without the big data tradeoff: have four or five different cards under fake names, which he takes turns switching out with his other flatmates, so no one person has the same buyer activity associated with them. Living near two Woolworths supermarkets, he goes to the supermarket chain a lot – but while they might know his address, he’s determined that he won’t have his individual data monetised by the chain. 

“My main concern is where this data is going, and who else is using it,” Frank says. It might seem that his shopping information is innocuous – a bunch of bananas here, a bottle of milk there – but he doesn’t like the idea that this information might linger for years on unseen databases, potentially being shared without oversight, beyond his control. Even if the information is secure, it’s the principle of the thing: he wonders what the supermarket chain gains from having individual information about their customers. 

But his qualms aren’t quite enough to stop him from wanting the discounts the Everyday Rewards card offers, so the fake names, and the somewhat reluctantly recruited flatmates, are his compromise. 

a supermarket entrances with everyday rewards bunting
Supermarket bunting welcomes the new Everyday Rewards card (image: The Spinoff)

Frank’s card shuffling might seem paranoid: most people probably have at least a few loyalty cards loitering in their wallets, filled with bookshop stamps or outdoor store discounts or fuel savings codes. By sheer virtue of frequency of visit and variety of products available, the supermarket card will probably have more information about you than a coffee shop or fuel station – but is it really anything to worry about? 

The discounts on a loyalty card are just a sweetener, says Gehan Gunasekara, co-founder of independent group the Privacy Foundation and a law professor who has worked with students researching loyalty schemes. What makes that scuffed bit of plastic really valuable, fake name or no, is your data. “They know everything you buy, every item, which store it’s bought from, how often you go to the supermarket, which brands you like,” Gunasekara says. “That’s really fine-grained data – it can tell the story of your diet, your preferences, your whole life.” 

Getting people to care about privacy can be an uphill battle, which Gunasekara is very familiar with: after several decades of business being increasingly digital, surrendering your personal information, voluntarily or thoughtlessly, has become so prevalent that the event itself is quotidian. When you click “accept all cookies” or tick a terms and conditions box without reading said terms and conditions, when you tag your location on an Instagram post or look up your local public transport timetable, you are placing another coin into the dragon’s hoard of digital information. 

No-one is immune: Vladimir Putin’s location has been deduced from the ads served to the phones of his immediate retainers; secret American military bases have shown up as hot spots of digital exercise data on Strava. 

At the supermarket, though, the exchange of personal information for food is more tangible. At the entrance, you might be greeted by a sign with small text alerting you to new cameras or a facial recognition trial. Look up from the bewilderingly expensive limes, and you’ll spot dozens of CCTV cameras on the ceiling, like little black blisters. Increasingly, cameras hover above the self checkout too. And if you want those member prices – which can be significantly cheaper than the normal ones – don’t forget you’re giving away some information when you swipe your phone or card against the scanner. 

Gehan, a brown skinned man with a slightly receding hairline and a a friendly smile grins in front of a brick wall
Gehan Gunasekara says loyalty cards are a way for supermarkets to get more data about their customers (image: supplied)

On one hand, maybe this is fine. After all, most data is not used to identify and target individuals; revealing to some faceless goon in an office that you, in particular, have a weakness for Monday kombucha. Instead, it’s embedded in automatic processes, used in aggregate. Some serve a direct benefit to consumers: if the data shows that more people are buying a brand of chocolate biscuits at one supermarket, then that store can order more to keep everyone in stock. Your buying patterns could also be used to recommend particular products to you if you’re logged into the website or the app. And while discounts might simply be a sweetener to encourage people to sign up to membership cards, they do offer genuine savings when many people are struggling to afford food. 

“We use non-identifiable and aggregated data gathered through the Clubcard programme to better understand our customers so we can place them at the centre of our decision making,” a Foodstuffs spokesperson says (Clubcard is New World’s customer card; Paknsave doesn’t have one). Data collected through the Clubcard programme isn’t sold to third parties, although it is shared with partner organisations like Flybuys. 

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Woolworths say that their card data is well protected, too, despite Everyday Rewards being dogged by privacy concerns, including concerns about the way the card can link your car’s licence plate to your shopping. (Update: Woolworths has clarified that license plate data is not linked to Everyday Rewards cards.) According to the Everyday Rewards privacy policy, customer data can be used “to understand shopping habits and likely preferences”, enabling direct marketing to the customer. It can also be shared with Google and Facebook for advertising and data matching, as well as analytics companies and market research providers (details aren’t provided on what providers these are, and what their privacy polices are). 

Of course, you’re only going to know this if you read the terms and conditions in full, instead of just ticking the box to say you’ve read them. 

a cctv camera on the ceiling of a supermarket
If you look up at the supermarket, you’ll spot dozens of CCTV cameras (Image: Shanti Mathias)

In person, customers have to opt-in to using the card. This can feel galling given non-member prices can be as much as 1.6x more than member prices for items like canned tomatoes. For people who shop online, there’s no choice at all: Woolworths’ online ordering systems are now completely integrated with Everyday Rewards, so that you can’t order online without being signed up. New World online shopping is also integrated with Clubcard. 

“We have to ask if consumers are getting value for the data they’re generating,” says Gunasekara of the Privacy Foundation. 

Gunasekara says that companies should be trying to minimise the data they gather from customers, and that the data that is collected should be reasonable. You can’t get online shopping delivered without giving the company your address, for instance – but do they really need to know your gender identity? 

supermarket shelves with a big everyday rewards sign saying 25% less on it
Reward card discounts are a sweetener – but your personal information is even more valuable (Image: Shanti Mathias)

Once data has been gathered, it needs to be securely stored, which can be a liability for companies, because if the data is valuable to them, it’s valuable to others. Recent data breaches in New Zealand and overseas have targeted DNA data, vaccination information and personal loan accounts, and those are just the ones that are high-profile enough to be reported on. (Both supermarket chains say data security is important to them. “We have cybersecurity measures, encryption, access controls as well as administrative measures such as robust policies and procedures for security, data and privacy,” a Woolworths spokesperson says.)

While data generated during your weekly grocery shop might seem less important than information about your health or finances – surely your personal craving for balsamic vinegar chips doesn’t mean much? – it’s powerful in aggregate. Dubbed “surveillance capitalism”, the ability to collect, store and use data at big volumes has been enabled by digital technology, and Facebook and Google are some of the world’s most profitable businesses because of how much information they have about what people are into. Supermarkets are only doing what all these other businesses did first.

Loyalty cards are only one piece of the bigger puzzle of surveillance. Neither supermarket chain confirmed how many CCTV cameras they have on average, but in Australia, that number is 62. The future of supermarkets likely has more cameras, not less: Foodstuffs is currently trialling a technology that allows facial recognition in stores for trespassed customers, and Woolworths is adding extra cameras to self checkouts to ensure items are scanned correctly.

a sign at a supermarket informing people that there is a camera trial at the self service checkout
A sign informs supermarket patrons a camera trial is going on – but when supermarkets are your main choice for food, can you meaningfully consent? (Image: Shanti Mathias)

Supermarkets aren’t the only companies that use CCTV: there are at least 10,000 publicly owned CCTV cameras in New Zealand and as many as 400,000 privately owned ones. But supermarkets are different because they provide daily, essential nourishment – something much harder to avoid than a targeted ad for a fancy face cream chasing you across the internet. “The kind of leverage these companies have to collect information is very one-sided,” Gunasekara says. You need food, and in many places one supermarket or the other is the only place to get it, so privacy concerns come second to necessary sustenance. 

Given how widespread surveillance is, Frank’s persistence in using fake names for his Everyday Rewards card seems almost quaint, one small effort at resisting a system that takes a torrent of customer information as a given. Even as someone exceptionally aware of privacy violations, he can’t resist the discounts from an Everyday Rewards card. Think of all the people who are truly struggling to afford groceries. Is a choice to give up some privacy in exchange for slightly cheaper food a choice at all? 

In the digital world, the data harvesting and surveillance we have been putting up with for decades is silent and seamless. At the supermarket, it’s much more in-your-face. There it is, in the black eyes of the CCTV cameras. There it is, in the weekly email of recommended products from New World, your face briefly blinking on a screen before being deleted if it’s not a match. There it is, when you’re swiping your rewards card at the self-checkout machine, handing over your personal data before you can take your food home. 

Could the increasingly surveilled supermarket be the catalyst that finally makes us care about our privacy?

*Name has been changed to protect – you guessed it – privacy. 

This article has been updated to clarify that Woolworths does not link license plate data to Everyday Rewards cards.

Keep going!
Images by Tina Tiller
Images by Tina Tiller

The Sunday EssayMarch 24, 2024

The Sunday Essay: Meds didn’t fix my ADHD. Will meditation?

Images by Tina Tiller
Images by Tina Tiller

After trying medication with mixed results, Anke Richter triggers the nuclear option: a silent meditation retreat. 

The Sunday Essay is made possible thanks to the support of Creative New Zealand.

The list that a friend sent me two years ago with a gentle prod had only six questions. They were innocuous. “How often do you have difficulty unwinding?”, “How often do you put things off until the last minute?”. It was a short ADHD screening test. My score was high.  

That evening, I met some mates, doctors among them. I was curious what they thought about the test. When I read it out over dinner, the GPs in the group scoffed and laughed. “Who doesn’t misplace their keys sometimes?” said one, with an eye roll. “Or doom scroll on their phones?” The other mentioned psychiatrists and money. “Twenty years ago, everyone was suddenly bipolar. Now it’s ADHD? Come on.” 

Of course I wasn’t going to fall for the latest fad. Or pathologise myself just to be special. 

Even those friends working in medicine – who have since changed their tune – seemed as poorly informed as I was back then. But despite the initial doubt and dismissiveness, the seed was sown. 

A year later, more out of curiosity than need, I went to a workshop at Kiwiburn, an exuberant counterculture festival near Hunterville. More and more people dropped into the decorated tent for the “Adults with ADHD” meetup. “Feel free to show up anytime during the event. We get it!” read the description in the events guide. Every late arrival was kindly acknowledged. 

It was the first day, and I was utterly exhausted from the logistics of the trip north and setting up camp after weeks of organising. “Cut yourself some slack for even making it here,” said the facilitator. When people shared their struggles in the circle – some in tears, some talking over each other, some fidgeting – things started to fall into place. For the first time, I heard the terms “masking” and “rejection sensitive dysphoria”, and listened to people discussing the immense shame, emotional stress and anxiety it causes. 

To call the festival workshop an “aha” moment is an understatement. It was more of an AA moment. I felt like an alcoholic who had finally attended their first 12-step meeting. There was relief and grief. And no turning back. 

Like pregnant women who notice prams on every street corner, I now ran into someone on a weekly basis who was freshly diagnosed, sometimes self-diagnosed, with ADHD. Everyone from the sharp-witted filmmaker who had constantly been beaten at school for disrupting the class to the teacher who almost failed his final uni exams because he couldn’t meet a deadline. They talked about substance abuse and relationship chaos, messy houses and missed appointments. One high achiever told me it had been “life changing” for her to have the official result. “I’m now gloriously medicated,” she beamed. 

But most friends I talked to kept their neurodivergence private, especially at their workplace. Far too much stigma. 

Three months after the Kiwiburn revelation, I sat in a therapist’s office and was told that I indeed have ADHD. I cried on the spot. “Let’s help you have a less ridiculous life,” said the therapist. 

The outcome of the extensive assessment was validating, but it came with a tough trip down memory lane. At 11 years old, for instance, I had been lucky to survive after I absentmindedly crossed a road, excited or distracted, and was hit by a car. 

There was so much more to unpack. My fast talking, which had irritated my parents and teachers since I was a child, wasn’t my fault. There was possibly a neurological reason for my teenage eating disorder and trouble making; my exhausting high energy, impatience and impulsivity; and my knack for skiing accidents and fender benders. Let alone my worst social sin: interrupting others without noticing it. 

Now I understand why I’m the annoying customer who asks café staff to turn the music down so I can follow a conversation. Why I have so little memories and crave intensity – always living in the future, obsessed with the next new thing. Why I tend to procrastinate, multitask, overshare and micromanage, struggling to “go with the flow”. Why I almost burned the house down when I forgot eggs on the stove. 

I also understand why my sons had a “whoosh” gesture – one hand sweeping over their heads – that signalled to each other that their mum was mentally absent again while they shared their news with me after school. It saddens me how often I wasn’t fully present for them, unable to stack Lego for more than a few minutes without feeling a sense of dread. 

Looking back at my life, these traits which I’m embarrassed to admit to are not the full story of who I am. They come with so-called ADHD superpowers like creativity, empathy, hyperfocus and a strong sense of social justice and fairness. When I began the assessment for ADHD, I wasn’t looking for an excuse for my obnoxious behaviour, but a roadmap based on sound science to manage myself better. And to stand a better chance of finding my keys. 

Now that the cause of my struggles was clear, I hoped the path forward would be clear. But there’s a whole industry promising a fix for my atypical brain, involving ADHD influencers, support groups and alternative treatments. While all this awareness and advocacy is great, it can be overwhelming for a self-critical perfectionist with a short attention span. Since I joined the rapidly growing camp of diagnosed friends and colleagues, I’ve been swamped with podcasts and books, social media apps and planners, online seminars and nutritional advice, especially aimed at women. 

Chlöe Swarbrick, Celeste Barber and Clementine Ford have gone public about their ADHD. Middle-agers struggling more than ever at the onset of menopause are finally addressing the debilitating symptoms that were once only recognised in little boys bouncing off walls.  

ADHD, a term I had heard about only in a negative context in the past and never thought applied to me, was suddenly everywhere and dominating my life. 

But I didn’t need a new identity, and I don’t like the term “disorder” for a divergence – ADHD is simply a condition with pros and cons. People with ADHD struggle, but some of this is because of the neuro-normative world around us that doesn’t allow for our speed, sensitivity or eccentricities. While I long to be “normal,” whatever that means, I question how much I should adapt to fit in.

According to the scientific consensus, ADHD is genetic and hereditary, but outliers like Canadian doctor and author Gabor Maté claim that it’s caused by early childhood or even prenatal trauma. He promotes psychedelic therapy as the cure. 

I felt pulled in all directions by well-meaning friends who wondered why I even bothered going down the track of a costly assessment, since to them I seemed just fine (they’d never heard of “masking” or seen my utter exhaustion, irritability and inner tension). The therapist who diagnosed me cut through my overthinking. “The best life hack,” she said, “is to get you on medication.” 

A month later, I had my first prescription for Ritalin.  

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Methylphenidate is the most common substance for treating ADHD; Ritalin, Rubifen and the slow-release Concerta are just brand names. When I started on Ritalin last June, I didn’t take it for better work performance. I’m usually over-productive: I’ve written four books and never missed a deadline in 30 years. If anything, learning when to stop before becoming overwhelmed or not acting like a headless chicken would be the goal. I mostly hoped for the emotional regulation the treatment promised, as did my husband. 

I wasn’t prepared for the jittery weird feeling the Ritalin brought on in the beginning. There were times when my mouth felt too woolly or frozen to articulate myself properly. When I had to make a public appearance – on a podcast, say – it felt safer to rely on my old self and skip the pills for the day. They were not magic ones for me, unfortunately. I was constantly monitoring and overthinking their promised effect, unable to pinpoint whether they were actually helping. Typical ADHD behaviour, I later learned. Not a deficit of attention, but the opposite. Still, I felt like an imposter who had fallen for the hype. Maybe those sceptical friends had a point.

These doubts increased when I talked openly about going on Ritalin. The R-word alone was a trigger for many. “Why do you want to medicate yourself?” someone confronted me, aghast. “You have such an engaging personality – please don’t change!” Would they have reacted the same if I had to inject insulin every day as a diabetic? The stigma and judgement were real. 

Even “every day” wasn’t that straight forward. I knew of people who only took Ritalin occasionally to finish a project. Others took it daily, like with thyroid medication or HRT. And what about microdosing? I read about “drug holidays” and the “rebound effect”, when ADHD symptoms feel even stronger at the end of the day, after the dose wears off. There was so much conflicting advice. 

After three months of trial and error, including trying other brands with fewer side effects, my confusion turned into realism. There would be no instant, perfect “new me”. This old brain of mine wouldn’t suddenly get a total makeover, as I had hoped. 

Drugs don’t work the same for everyone and are only a first step. Or, to use the analogy from Matilda Bosley’s book about ADHD, The Year I Met My Brain, seasickness pills don’t teach you how to sail. They can’t predict a storm or replace your rudder, but they’re certainly useful for a safer passage. 

To navigate through my mental storms, I decided that meditation could be the next step. I’m not a novice, but lack the self-discipline for a regular practice at home. Twenty minutes first thing in the morning usually dwindle to five minutes and then excuses to check my phone instead, which results in self-loathing. So knowing myself, there would only be one way. The most intense one, of course. It had to be a boot camp: a week-long silent meditation retreat. 

“Just focus on your breath,” says the meditation teacher. She sits cross-legged at the front of the hall, a blanket over her shoulders. “It’s simple, but not easy.” Her voice is calming. She gives us instructions on how to be present and observe, not judge. “There will be a lot of tension and restlessness at first. Thoughts always come and go. Watch them float by like clouds in the sky.” 

My eyes are closed, but my thoughts are not clouds. They’re more like a tornado that has picked up a huge filing cabinet, spilling its content into my head. There are past and future conversations, plans and ideas, urgent emails to write and messages to send. What an endless mess to sort through. Impossible to put all that mental work aside and only observe my breath. 

I manage a couple of times for a split second before I’m pulled back into the tornado zone. Buddhists call it “the monkey mind”. I call it being a control freak. After 45 minutes, I hear the gong from the teacher’s sounding bowl and open my eyes. The first sitting session is over. 

We have six of them every day, alternating with walking meditation, where you consciously put each foot in front of you, outside in the grass, noticing the sensation. Focusing on the movement instead of the subtleness of the breath is much easier for me. Maybe because there’s more distraction outside – the weather, the daisies, the Southern Alps. 

There are talks in the evening, and check-ins twice during the week in small groups where we can talk with the teachers about any challenges. They’re both therapists and undogmatic western Buddhists, encouraging us to adjust their teachings to our needs and to be gentle, not to chastise ourselves. They know from my intake form that I’m trialling methylphenidate and suggest sticking with my current dose for the week. In their view, the meds can support the mindfulness practice – it’s not either-or.  

There are half a dozen mini-plungers and stove top espresso makers in the lounge where people keep their cups and snacks. When we checked into our bunk rooms, one woman announced that she would have to set her alarm fifteen minutes early so she could be “fully caffeinated” for the first sitting session. I wish the mind-enhancing substance I’m currently on could be as accepted and destigmatised as her daily drug of choice for better mental performance. Unlike the display of coffeephernalia, my bottle of pills doesn’t make it on the shelf for everyone to see. 

The first afternoon, I hand over my phone for the next five days. The teacher will keep it in a bag in her room, like a safe lock. Cutting the electronic umbilical cord is the hardest act. Not talking to anyone in our group of twenty is bliss, though. I’ve done silent meditation before and love the serenity it brings. Eventually, all your senses wake up: you notice how good the food tastes, and how the wind sounds. I don’t mind sitting still on a cushion, with full permission not to do anything. Not rushing around as usual. If only my mind could do the same. 

The first two days are like being at my desk, but without a computer or at least a notebook: so much output, so many ideas, so easy to forget. Productive as usual, but definitely not meditating. I’m making a detailed plan of the year’s tasks instead of being fully in the moment. Despite being at a retreat, I find plenty to fret over: wash my hair in the afternoon, or wait another day? Take my meds just before breakfast, or better after? Bring extra socks into the hall in the morning? No more distractions means watching my ADHD in full action. It’s definitely ridiculous. 

Without my phone at hand, I scroll back and forth through my inner news feed, looking for fresh input, old stories, new hits. Our hyperactive rescue dog comes to mind, the way he runs around the house on high alert again and again, even though there’s nothing new to find. The gong cuts through my mental meandering. The midday sun has found its way through the windows. There are sparrows chirping outside. I’ve been oblivious to their delightful sound for the whole sitting session. Story of my life. 

I go through grief that hadn’t been processed in the busyness of the past year. My father’s death and the little time I had for him. Difficult friendships I can finally look at with compassion. All that I missed right in front of me while I imagined the future, never satisfied. “Self-knowledge is painful at first,” says the teacher in the evening talk. 

And then the magic happens, slowly. In the early morning sessions on the cushion, my shoulders covered by a blanket, I start to take sweet refuge in my breath instead of dreading the long exercise. Something to hold on to, guiding me softly and steadily. My brain can rest.

Instead of my usual Netflix binge before bedtime, I wander through the native bush in the dark without a torch, studying the silhouettes of plants against the sky and watching birds fly off at the riverbank. Skinnydipping in the icy stream at the foothill of Mt Somers becomes my self-guided afternoon practice and cheeky little secret away from the group. Once a thrill seeker, always a thrill seeker – but fully present to each sensation in my body this time. I’m sure the meditation teachers would approve.

My most meaningful moments in the here and now are not happening on the cushion, but amongst the cows. I had never really paid attention to them in all my years in a dairy farming country. Now, each day when I pass the fence of their paddock during my meditation walk, they come a bit closer. I stop and study the black herd and notice how funny they are, how anxious. They stop and study me. I move, they move. The little game lasts twenty minutes. Never a dull moment.

I realise during the retreat how addicted I am to my phone. The almost mouthwatering anticipation of getting it back; the adrenaline rush before I’ve even looked at my messages and feeds. Being more attuned to my body, I can feel those neurochemicals flooding my system – something I’m never aware of during my daily scrolling routine. I feel full in no time from the onslaught. Long may it last.

The blissful slow pace and inner calm is hard to maintain once I’m home. Life takes over with a new project and unforeseen challenges, more intense than before the retreat. Soon I’m stressed and overwhelmed again. I’m still impatient, driven and restless, but highly productive. It’s a recipe for burn-out. 

It’s hard to say yet what has really worked for me; whether I would be worse off without medication – or meditation – in the mix. I see the therapist again after six months of trial and error. Micronutrients will be the next step, we decide, and then I’ll look at either changing the medication or stopping it altogether. I’m prepared for this to be met with the same judgement as taking it in the first place, but from different folks. Damned if you do and damned if you don’t. 

There’s no quick fix for my ADHD after all. Somewhere among the cushions and cows, I made peace with that. 

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