I've had success in framing it from the perspective of "Want to use an app that can help activists/journalists be able to do their work more safely and securely while also protecting yourself from criminals/those you wouldn't want to own your data."

It seems to resonate much more with the millennial demo, as we can empathize with the struggles of journalists/activists/state-dissidents even though we may see our own data/life as in less need of securing, especially in light of the "Facebook/Google already have it so why bother?" sentiment that gets thrown around.