Global consumers demand ethical use of technology
KUALA LUMPUR: Ninety seven per cent of global consumers are demanding for ethical use of technology, based on data from Brands in Motion 2018 global study released by WE Communications.
Consumers have been shaken by recent technology scandals and are anxious about the promises of unprecedented innovation – 94 per cent said that if brands can’t use technology ethically, then governments should step in. Consumers are giving brands an ultimatum either self-regulate or be regulated.
WE Communications said in a statement that nearly 50 per cent of respondents believe technology will either help do more things in less time or create greater sustainability.
Chief executive officer of WE Communications, Melissa Waggener Zorkin said they are seeing some compelling yearover-year shifts in customer attitudes.
She said consumers continue to have high expectations for brands to use innovative technologies, but most are afraid of how those same technologies might disrupt their lives.
These fears are causing consumers to demand greater accountability from brands.
The study conducted across eight global markets, examined both rational and emotional drivers that motivate customer choices within today’s environment – to decipher brand movement relative to geography, industry and key stakeholders.
WE Communications developed a matrix to help brands understand and manage their motion against the larger environmental factors in play. The company separates the Motion Matrix into four quadrants; providers, defenders, movers and agitators. — Bernama