Tech companies have faced increasing criticism in recent years; They have been accused of evading taxes, compromising user privacy and data security, spreading disinformation. And yet … consumers, in general, do not seem inclined to hold big tech to account.
On the contrary, 91% of those surveyed worldwide believe that technology can solve a good part of the most urgent problems in the world and 7 out of 10 assured that their opinion improved due to the actions they took during the pandemic.
“From the pandemic there was a revaluation of part of the people towards science. Although it may seem strange to us, there was a perception of technology closely linked in a certain way to playful or pleasure-oriented behaviors. The Covid gave rise to more utilitarian uses technology already known to all: work, education, the same medical care among countless examples applicable to day to day.
In Argentina we have seen that the most valued brands are those that were able to resolve the tension between offering a product / service and that it reaches people safely, reliably and quickly.
Even so, more than half of Argentines distrust the use that these companies may make of their personal data “, remarked Daniel Viarengo, Research and Strategy Manager at Havas Argentina This global Havas survey assesses attitudes toward technology at a time when much of the world has spent more than a year working, learning and shopping from home. The report compiles the experiences and opinions of almost 16,000 people in 32 markets. Here are some key findings from Havas.
- Technology is considered a force for good: a significant majority of respondents expect technology to have a positive impact on multiple categories such as health and medicine (81% agree), education (76%), mobility / transportation (71 %) and work. (71%). In addition, technology companies are confident enough that almost two-thirds are willing to send or receive money through a social network.
- Big tech has no carte blanche: there is a growing perception that tech giants have acquired too much power, as confirmed by 80%, consequently, consumers expect these companies to operate responsibly and in the interest of the public good.
- E-commerce platforms revolutionized access: Now, they need to do more to control collateral damage, including improving the conditions of their workers (a maximum expectation of 62%), supporting small businesses (48%) and investing in more media. sustainable parcel delivery (44%).
- Social media platforms connect the world. Now, they need to rethink their role within our democracies. Almost half of consumers agree that these platforms have been filled with hate speech and hostility.
To maintain public support, technology companies must be:
More inclusive: 56% want to see more women in the male-dominated tech industry. They were also concerned about those who are being left behind, that is, the elderly (72%), the poor (68%) and people with physical or mental differences (54%).
More transparent: Nearly 8 in 10 people worry that their data will be stolen and misused by hackers, while 53% fear constant monitoring by big tech companies they have invited into their homes and lives.
More Inspirational: 8 out of 10 expect technological innovation to make daily life easier, but not only that: 49% hope that technological innovation will help them dream and envision a better tomorrow.
They contribute to the development of all sectors of the community. The concept of “it is a brand for me” has acquired substantial importance at this stage, “concluded Viarengo.