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People increasingly welcome the technological developments that are making their lives better, but they are also making ever greater demands that companies exercise ethics and responsibilities when employing technology, according to a survey by WE Communications.
“Brands in Motion” polled approximately 27,000 consumers and B2B decision makers in eight countries, asking them to rate brands according to what WE terms “emotional drivers” and “rational drivers.” The brands rated covered topics including health & wellness, automotive, food & beverage, finance & banking, business tech solutions and smart home.
The survey founding a waning level of enthusiasm for computer devices and tech B2B. “The tech halo is strong,” the study’s authors say, “but fear over disruptive technologies may be stronger.”
Surprisingly, despite security concerns, the smart home category was a big winner, making the biggest year-to-year jump of any brand category.
Overall, the survey respondents were bullish on the likelihood of further technological advances over the next few years. Over half of the respondents (52 percent) said that they expect more brands to allow consumers to assess products or brands online. Almost as many said they expect companies to develop new products or services (49 percent) or to give them the opportunity to “do more amazing things in less time” (48 percent).
But the downside of the tech wave was noted as well, with 84 percent of respondents saying they were fearful that their personal data is not secure. In addition, 80 percent voiced concerns that they or their families could be compromised online and 77 percent thought it was possible that hackers could shut down the power grid.
Who should be addressing the anxieties about tech? Nearly all the respondents (97 percent) say that brands are responsible for their own ethical use of technology. In the absence of a sufficient response from brands, 94 percent of respondents said the government should step in.
But consumer belief in tech remains strong. Eighty-three percent of respondents said that brands have the capacity to provide stability, with 74 percent adding that they expect brands to take a stand on important issues.
To see the full Brands in Motion study, go to https://www.we-worldwide.com/brands-in-motion?utm_source=V&utm_medium=seo
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