Tech with intent
- 79%
- believe that acceleration of tech will allow our future economy to thrive
- 87%
- want companies held to higher ethical standards around personal data collection
The future individuals imagine
Technology has been a lifeline during the pandemic. It’s helped us stay connected to the people that count. And it's become a novel way to experience much of the real-life culture we missed out on in lockdown.
88% of people want to keep using technology to connect with friends and family. In contrast, just over half say they’ll continue to use it for cultural experiences like online museum-going, revealing more ambivalence about these experiences long-term.
People told us that technology, though a powerful tool, can’t replace spontaneity – and had concerns about privacy that inhibited their enthusiasm overall.
That said, 79% think that technology will be vital for growing our future economy, and 70% say they’ll choose to shop online instead of in-store as much as possible after Covid-19.
The change people most want to see
"Keep in touch with loved ones more – less reliance on technology"
What brands can build
Brands need to show they’re innovative – but use technology purposefully, not for its own sake. Use technology to facilitate meaningful connections, rather than adding to our isolation.
Seyi Akiwowo, Founder & Executive Director, Glitch
"Building a better future must mean building a world free from online harms, so that online spaces are safe for all. As online abuse has increased during the pandemic, especially for marginalised communities, it’s crucial the UK government shows greater urgency in tackling all forms of online harms to help make the -offline and online- world a better place for all."
Glenn Manoff, Chief Communications Officer, Trustpilot
'This research highlights that brands need to show they care by working directly with their customers to keep improving - this is the reason Trustpilot exists. This kind of ongoing brand engagement is becoming table stakes for companies and brands. This can unlock a movement for positive change that I hope outlasts the pandemic.'