Theme 2: Consumers concerned that tech is ‘destroying humanity’ and make us increasingly isolated
As social media continues to dominate online activity, accounting for almost two hours of an average UK user’s daily life(!) – consumers are increasingly worried about the longer term, existential threat tech poses. Despite 45% feeling more connected due to tech, there are many consumers who are concerned that it is ‘stopping people from having real relationships’.
With 3 in 10 feeling pessimistic about the future due to technology, in an increasingly bleak political and economic environment, there’s no doubt tech-negativity will grow and brands will need to work ever-harder to engage audiences via online platforms in a meaningful way.