This article investigates how futures of privacy protection are made in Europe. The public consultation phase of the European Union’s data protection reform is analysed as a case of making the future by using the future, that is, influencing institutional change through anticipatory storylines. A qualitative analysis of consultation responses is conducted, and two discourse coalitions are identified. The industry coalition promotes market liberalisation to allow the digital future to emerge. The civil society coalition, in turn, argues for rescuing privacy with strict rules. The article suggests that plausibility in relation to the discursive and extra-discursive environment is crucial for the success of storylines. The second storyline was relatively successful because it was more plausible in light of the trend of legalism and the predominant future-oriented narrative of privacy in danger. The ‘anticipatory institutionalism’ approach opens novel perspectives concerning actors’ future-oriented projects in relation to historical processes.