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Ethics and humanity in the age of technology
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ETHICS AND
TECHNOLOGY
HUMANITY
IN THE AGE OF
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We’ve all see the headlines
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The tech industry is facing new challenges
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NEW CHALLENGES
1. Consumer trust in brands is low
Adweek (2016) How Big a Problem Is It for Google and Facebook That Consumers Don’t Trust Them? http://www.adweek.com/news/advertising-branding/
how-big-problem-it-google-and-facebook-consumers-don-t-trust-them-169108
MEF (2017) Global Consumer Trust Report 2017. https://mobileecosystemforum.com/wp-content/uploads/2017/06/
MEF_Global_Consumer_Trust_Report_2017.pdf
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NEW CHALLENGES
1. Consumer trust in brands is low
2. Ad & tracker blocking is up
Adweek (2016) How Big a Problem Is It for Google and Facebook That Consumers Don’t Trust Them? http://www.adweek.com/news/advertising-branding/
how-big-problem-it-google-and-facebook-consumers-don-t-trust-them-169108
MEF (2017) Global Consumer Trust Report 2017. https://mobileecosystemforum.com/wp-content/uploads/2017/06/
MEF_Global_Consumer_Trust_Report_2017.pdf
PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-
Mobile.pdf
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NEW CHALLENGES
1. Consumer trust in brands is low
2. Ad & tracker blocking is up
3. VPN use is up
Adweek (2016) How Big a Problem Is It for Google and Facebook That Consumers Don’t Trust Them? http://www.adweek.com/news/advertising-branding/
how-big-problem-it-google-and-facebook-consumers-don-t-trust-them-169108
MEF (2017) Global Consumer Trust Report 2017. https://mobileecosystemforum.com/wp-content/uploads/2017/06/
MEF_Global_Consumer_Trust_Report_2017.pdf
PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-
Mobile.pdf
GlobalWebIndex (2016) 4 Things to Know About VPN Users. http://www.globalwebindex.net/blog/4-things-to-know-about-vpn-users
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The landscape is changing rapidly
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WHERE WE ARE NOW
• FOMO to JOMO
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WHERE WE ARE NOW
• FOMO to JOMO
• Greater expectations of privacy
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WHERE WE ARE NOW
• FOMO to JOMO
• Greater expectations of privacy
• Value of first-person data, collected w/ consent
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WHERE WE ARE NOW
• FOMO to JOMO
• Greater expectations of privacy
• Value of first-person data, collected w/ consent
• Move towards encrypted services
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We’re at an ethical inflection point
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Our long-term success, as businesses &
individuals, hinges on what we do now
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So where do we go from here?
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“ ”
https://youtu.be/TVS45dbNL-E
We need to creatively redesign
our environment & behaviour
David Holmgren
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What roadmap can we follow?
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12
Design
principles for
a system
Sustainable
Humane
Fair12
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Today we’re going to look at just two
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Self-regulation
& feedback
12
6
9 3
111
57
48
10 2
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Privacy has become a major concern
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Consumer expectations are evolving
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CONSUMER EXPECTATIONS
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CONSUMER EXPECTATIONS
Personalisation
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CONSUMER EXPECTATIONS
Personalisation
Convenience
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CONSUMER EXPECTATIONS
Personalisation
Convenience
Privacy
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CONSUMER EXPECTATIONS
Personalisation
Convenience
Privacy
Data control
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Although personalised content can
increase purchase intention…
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…there can be a hidden cost
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PSYCHOLOGICAL
REACTANCE
J. W. Brehm (1966) A theory of psychological reactance. New York: Academic Press.
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The motivation to regain a
freedom after it has been lost or
threatened leads people to resist
the social influence of others
“ ”
S. S. Brehm and J. W. Brehm (2013) Psychological reactance: A theory of freedom and control. New York:
Academic Press.
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REACTANCE
When we receive an ill-judged ad from a brand:
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REACTANCE
When we receive an ill-judged ad from a brand:
• We don’t know
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REACTANCE
When we receive an ill-judged ad from a brand:
• We don’t know
• We don’t trust
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REACTANCE
When we receive an ill-judged ad from a brand:
• We don’t know
• We don’t trust
• We’ve never bought from
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This can lead to…
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CREEPINESS
FACTOR
L. Barnard (2014) The cost of creepiness: How online behavioral advertising affects consumer purchase intention.
Dissertation, University of North Carolina at Chapel Hill.
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The feeling that your
every move, both public & private,
is being watched, tracked, followed,
analysed & capitalised on
“ ”
L. Barnard (2014) The cost of creepiness: How online behavioral advertising affects consumer purchase intention.
Dissertation, University of North Carolina at Chapel Hill.
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Yet behavioural advertising can
increase purchase intention
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How can brands succeed?
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We need to take take a long-term view
of success & build relationships…
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…It all comes down to trust
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Single most important ingredient
for development & maintenance of
happy, well-functioning relationships
“ ”
Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5),
264-268.
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TRUST
Lack of trust is one of the biggest
impediments to successful ecommerce
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THE PROBLEM
• Stories without substance
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THE PROBLEM
• Stories without substance
• Create a sense of apathy & disempowerment
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THE PROBLEM
• Stories without substance
• Create a sense of apathy & disempowerment
• Undermine trust & goodwill towards brands
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APPLY SELF-REGULATION
ACCEPT FEEDBACK
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action:
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action: invasion of privacy
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action: invasion of privacy
Reaction:
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action: invasion of privacy
Reaction: psychological reactance
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action: invasion of privacy
Reaction: psychological reactance
Feedback:
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action: invasion of privacy
Reaction: psychological reactance
Feedback: VPN, ad-blocker, tracker-blocker
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ACCEPT FEEDBACK
APPLY SELF-REGULATION
Inappropriate action: invasion of privacy
Reaction: psychological reactance
Feedback: VPN, ad-blocker, tracker-blocker
So what could self-regulation look like?
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We need to walk the talk
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ACTIONS SPEAK
Louder THAN WORDS
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So how do we do it?
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AUTHENTICITY
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“ ”
https://dictionary.cambridge.org/dictionary/english/authenticity
The quality of being real or true
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AUTHENTICITY
• Being congruent (actions match your words)
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AUTHENTICITY
• Being congruent (actions match your words)
• Behaving with honesty and integrity
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AUTHENTICITY
• Being congruent (actions match your words)
• Behaving with honesty and integrity
• Standing up for your values
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https://twitter.com/MuireannO_C/status/836560622439575552
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https://twitter.com/emptyjamjar/status/836608227634720777
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RESPONSIBILITY
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“ ”
https://dictionary.cambridge.org/dictionary/english/responsibility
Good judgment and the
ability to act correctly and
make decisions on your own
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RESPONSIBILITY
• Owning up to your mistakes
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RESPONSIBILITY
• Owning up to your mistakes
• Making amends in a timely & appropriate way
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RESPONSIBILITY
• Owning up to your mistakes
• Making amends in a timely & appropriate way
• Delivering on your promises
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Don’T
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DO
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https://twitter.com/a1goy/status/966971427806240768
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TRANSPARENCY
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“ ”
https://dictionary.cambridge.org/dictionary/english/transparency#dataset-business-english
A situation in which business &
financial activities are done in an open
way without secrets, so that people can
trust that they are fair and honest
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TRANSPARENCY
• Being clear about the value exchange
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TRANSPARENCY
• Being clear about the value exchange
• Making it easy to cancel / unsubscribe
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TRANSPARENCY
• Being clear about the value exchange
• Making it easy to cancel / unsubscribe
• Not hiding unpleasant information
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Don’T
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Most people sign up here,
but if you dig deeper…
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You’re not getting a ‘30 day £1 trial’…
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You’re not getting a ‘30 day £1 trial’…
…you’re signing up for covert subscription
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DO
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When it comes to personalisation & practices
that encroach upon people’s privacy…
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THE QUESTION
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THE QUESTION
Could
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THE QUESTION
Could
Is it possible?
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THE QUESTION
Could
Is it possible?
Should
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THE QUESTION
Could
Is it possible?
Should
Is it ethical?
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THE ART OF BUILDING TRUST
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A
R
T
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A UTHENTICITY
R
T
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A UTHENTICITY
R ESPONSIBILITY
T
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A UTHENTICITY
R ESPONSIBILITY
T RANSPARENCY
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Self-regulation
& feedback
12
6
9 3
111
57
48
10 2
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Self-regulation
& feedback
Integrate rather
than segregate
12
6
9 3
111
57
48
10 2
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INTEGRATE RATHER THAN
SEGREGATE
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Relationships are mediated by social media
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One of the key principle that shapes
why & what we share…
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homophily
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“ ”
Love of the same
Our tendency to associate &
bond with similar others
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But perceived similarity has its drawbacks
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“ ”
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social
networking sites. International journal of Advertising, 30(1), 47-75.
A homophilous source is more
likely to be perceived as credible,
trustworthy, and reliable…
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“ ”
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social
networking sites. International journal of Advertising, 30(1), 47-75.
…The effectiveness of
communication may be greater
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Even if that source is unreliable
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CONFIRMATION BIAS
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“ ”
Plous, S. (1993). The psychology of judgment and decision making. Mcgraw-Hill Book Company.
Search for, interpret, favor & recall
information in a way that confirms one’s
preexisting beliefs or hypotheses
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HOMOGENOUS
INFORMATION
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HOMOGENOUS
INFORMATION
Confirms existing views
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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
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We amplify people & content we agree with,
for good or for bad
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This dynamic has its limitations
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INTEGRATE RATHER THAN
SEGREGATE
How can we create alternatives to echo-
chambers that foster division, entrenchment &
lack of understanding between differing
perspectives?
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
Alternative perspectives
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
Alternative perspectives
Encourages growth
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Challenging people’s preconceptions can
have a powerful emotional impact & bring into
dialogue divergent points of view
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In conclusion
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If we want to design a system that is
sustainable, humane and fair, we have to take
an integrated, connected approach
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Today we dived into…
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Self-regulation
& feedback
Integrate rather
than segregate
12
6
9 3
111
57
48
10 2
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12
Observe & interact
Catch & store
Obtain a yield
Self-regulation
& feedback
Use & value renewable
resources
Produce no waste
Design from patterns
to details
Integrate rather
than segregate
Small & slow
solutions
Use & value diversity
Use edges & value
the marginal
Creatively use & respond to change
12
6
9 3
111
57
48
10 2
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If you leave with one message…
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“ ”
France Convention Nationale. (1793). Collection générale des décrets rendus par la Convention Nationale (Vol.
33).
Great responsibility follows
inseparably from great power
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If you want to find out more…
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Listen now:
webpsy.ch/hive
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WEBS OF INFLUENCE
The 2nd Edition
Out now:
webpsy.ch/WOI-2
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THANK YOU!
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