Australians have a complex and inconsistent relationship with technology as it relates to trust and ethics, according to research launched today.
A 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 to technology.
Findings from the report, commissioned by WPP AUNZ and with contributions from The Ethics Centre and others, show that 82% of Australians believe technology has benefited humanity and 75% say it has greatly improved their life.
However, 80% want more oversight on the ethical questions around new tech and 63% feel anxious about how quickly technology is changing their lives.
Most (88%) value privacy over convenience. Almost 40% won’t choose a product or service if they have data privacy concerns, with another 70% indicating they 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,” says WPP AUNZ chief strategy officer Rose Herceg.
“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.
Dr Matthew Beard, fellow at The Ethics Centre, says one of the challenges 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," he says.
"This places even more responsibility than ever on the tech companies to act and innovate based on the enormous trust we give them."
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 results:
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