Six tech tensions and the implications for UK brands
Today technology underpins every part of our lives. Understanding techlash – the growing pushback against tech giants and the role of technology in our lives – is therefore critical for all sectors. And while concern about tech is widely evidenced, it often overlooks the say-do gap and offers little practical direction for brands.
Our 2026 Techlash ebook explores the current attitudes to techlash among UK consumers.
What's inside
- The trust vs. convenience stalemate – techlash is real but quitting is rare.
- The battleground to be won is the ‘mixed middle’ – how conditional tech trust works and why brands can win or lose here.
- Risk is now routine – tech’s mainstream credibility problem.
- The Gen Z paradox – the most positive, most anxious, and most active users of tech.
- Parents are pragmatic – positivity is driven by necessity, how to support families without moralising.
- Red lines and the Black Mirror effect – posthumous avatars and emotional boundaries in tech acceptance.
- ‘Now what?’ for brands – 6 telling truths and the credibility signals brands should build on.
Who took part?
We explored current attitudes to techlash among UK consumers through discussion groups and a survey of 1,500 people in April 2026.
Download the ebook
Explore key findings and their implications for brands, from optimising comms and experiences to understanding shifting consumer ‘red lines’.
Alternatively, watch the webinar on demand here.
