WPP Study Reveals Australians’ Complex Relationship With Technology (While 82% Agree It’s Benefitted Humanity)
Australians have a complex and inconsistent relationship with technology as it relates to trust and ethics, according to research launched today. The report – Humanity and The Machine: An exploration of Tech, Transformation and Trust – shows that while most Australians recognise its benefits, they are still conflicted in their attitudes and behaviours towards technology.
Findings from the report, commissioned by WPP AUNZ with contributions from The Ethics Centre and others, show that 82 per cent of Australians believe technology has benefitted humanity and 75 per cent say it has greatly improved their life. However, 80 per cent want more oversight on the ethical questions around new tech and 63 per cent feel anxious about how quickly technology is changing our lives.
Challenging widely held assumptions that Australians will trade privacy for convenience, 88 per cent strongly value privacy over convenience. And almost 40 per cent won’t choose a product or service if they have data privacy concerns, with a further 70 per cent indicating they would never want their mobile phone number, contacts, messages, financial details or medical information shared.
“There’s an enormous risk of customers feeling cheated by the bargain they make with brands and organisations if they don’t have a shared view of privacy concerns,” WPP AUNZ Chief Strategy Officer, Rose Herceg, says.
“This means brands and organisations run the risk of eroding hard-earned trust if they don’t prioritise privacy. It also reinforces that organisations meeting the ethical, trust and privacy expectations of customers will effectively win. Radical transparency creates real competitive advantage and the opportunities are enormous.
“But we also know that almost three in four Australians expect personalised service from the brands they interact with. This creates a delicate dance between convenience and privacy for most Australians when they go online. It’s clear that not all privacy is considered equal and yet many brands try to enforce a blanket rule with their policies,” Herceg continued.
Other key findings from the report include:
- Parents worry about their children’s online behaviour and believe they should vet the profiles they create. Most Australian parents (83 per cent) say they would force their child to delete a digital profile that makes them uncomfortable.
- Almost two-thirds (63 per cent) mistakenly believe that they own their child’s digital footprint until they turn 18.
- Most Australians (80 per cent) would never want photos of children and family made available to third parties. This privacy concern was higher than for any other type of data or information.
“Interestingly, despite these concerns, 59 per cent of parents would be comfortable with their child making money from social media,” Herceg said. “When it comes to the monetisation of social media, it seems Australian parents are prepared to grade privacy concerns, further reinforcing the conflicting relationship we have with technology.”
Dr Matthew Beard, Fellow at The Ethics Centre said: “Our role at the Ethics Centre is to guide organisations and individuals in the process of questioning, discovering and defending values, principles and purpose. Increasingly, that means understanding the values, beliefs and goals that sit within the design of the technology we use every day.
“One of the challenges we face is the increasing gap between those who understand technology and those who don’t. The advancement and complexity of today’s tech makes it seem almost magical, inspiring awe and wonder at the things it can do. This places even more responsibility than ever on the tech companies to act and innovate based on the enormous trust we give them,” he said.
Herceg said the report found that most Australians also want tech to play a central role in improving the quality of public debate, however:
- Almost half believe there’s no room for online debate (46 per cent) and fear expressing their honest views online (48 per cent) or asking questions that reveal their opinions (47 per cent).
- More than half (53 per cent) feel forced to pick a side on every major societal issue from climate change to immigration.
- Three in four (77 per cent) agree that tension between opposing ideas will help produce a better solution, while 62 per cent say being more rebellious leads to the best solutions.
“This presents an opportunity for astute brands, organisations or tech platforms to build a space where we can debate issues with intelligence and compassion. A space where every opinion is welcomed and we can respectfully disagree,” Herceg says.
“Tech should support thoughtful debate that gives people the opportunity to have their minds changed. The brand or organisation that facilitates this will unlock great opportunity.”
The report also looked at how Australians view machine learning, and found we are still cautious about the development of new technology that squeezes out the human factor, with 81 per cent saying companies should be required to demonstrate how innovations will benefit society. Other results show:
- 68 per cent of Australians agree that the best tech helps people remain human and authentic.
- However, almost half of Australians (45 per cent) worry that machines will make them redundant even though 77 per cent agree that machines are unable to do everything that humans can.
- A majority worry that overreliance on tech is reducing their resilience (79 per cent) and ability to ask the right questions (75 per cent). But 84 per cent say machines will never replace human creativity and imagination.
WPP AUNZ CEO, Jens Monsees said: “We’re seeing monumental change across every industry and aspect of life, with technology driving and enabling so much of it. This report assesses our relationship with tech at an important moment in history.
“The trade-off between convenience and trust, the use of tech for good and to generate profits, and its role in enabling public debate are all fascinating aspects of this report. Our WPP AUNZ teams are focused on strengthening the bond between humanity and the machine for the benefit of our clients,” he concluded.
The is the fourth report in WPP AUNZ’s Secrets & Lies series, which highlights the gaps between what Australians think, do and say on a range of topics. The previous three reports focused on personal identity, national identity and ageing and can be found here. The new report focuses on issues around privacy, convenience, trust, the monetisation of social media, the mistrust of online news, the concerns about the future of work and the role of technology in enabling better societal outcomes.
Please login with linkedin to comment
WPPAUNZLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.