Ketchum 2021 Social Permission and Technology Study

Superhero or antihero? Our conflicted relationship with technology

Technology played a key role in helping people get through COVID. However, its perceived impact was both good and bad, with increased use of technology walking the tightrope between making peoples’ lives better but also fueling technology fatigue and burnout. In fact, new data is exposing a reputational chasm between society’s love for technology products and growing concern about technology business practices.

Our third annual Social Permission and Technology study explores peoples’ perceptions about technology as it becomes more pervasive in our lives – providing real-world insights into:

  • Technology adoption trends in 2020 – and beyond
  • Impact of pervasive technology on how people live and work
  • Burnout, mental health and well-being
  • Choice versus necessity and how it affects consumer perceptions
  • Technology’s gender challenges in and beyond the workplace
  • The digital divide and its social, political and economic impacts
  • Technology companies’ role in social responsibility
  • Data privacy and security
  • The broader technology ecosystem (and why B2B companies should care about consumer perceptions)

These insights provide a look into the minds of people today, enabling technology companies to serve their needs more effectively while avoiding potential pitfalls that could harm the industry’s short- and long-term prospects.

To learn more about these findings – and their implications for technology companies, leaders and communicators – register to download the free report.

American Marketing Association (AMA) Coffee Break Series: The Marketer’s Guide to 2022

Technology has been vital in keeping people connected and entertained. Yet, our research shows that 42% of the general public say they feel worse, not better, about technology’s involvement in their lives since the pandemic began. Lisa Sullivan, Managing Director, Technology shares insights on this “techlash” and the path forward for marketers.

Ketchum’s Social Permission and Technology study

Interested in learning more about Ketchum’s Social Permission and Technology study? Check out our previous years’ studies.

2018

Ketchum’s inaugural Social Permission and Technology study suggested that we may be approaching a tipping point, whereby a subset of people will move to take control of the unease they feel over technology and privacy. Read more about how a new class of influencers – Techruptors – will likely disrupt the technology industry.

2019

Results from Ketchum’s second Social Permission and Technology study showed that people were taking action to address their concerns about data privacy. For an inside look at peoples’ attitudes about data privacy and security, read more.

About Ketchum’s Technology Expertise

At Ketchum, we leverage our DNA in corporate reputation and brand communications to build powerhouse enterprise technology and consumer electronics leaders, and to help startups and early stage companies make their mark in Silicon Valley and beyond. We live at the intersection of technology and the industries it empowers and disrupts: healthcare, financial services, automotive, aerospace, manufacturing, consumer technologies, food and agriculture.

Two of our premier services from our broad portfolio include:

Reputation By Permission Philosophy and Approach

A hybrid offering from our Technology and Issues & Crisis team, this service combines our Issues & Crisis expertise with our vast industry-specific skills, tools and knowledge and can be tailored to the needs of technology companies.

Ketchum’s Technology White Space

This offering provides a data- and research-driven landscape and competitive analysis that helps brands define their unique technology story — and provides the insights and tools to articulate it. Through this process, we evaluate the media landscape around a specific conversation and show what it looks like visually. We can see what is being written about, how often and by whom to determine what topics are driving outcomes.

CONTACTS

Melissa Kinch
Managing Director, Portfolio Leader
Technology | Food, Agriculture & Ingredients
linkedIn melissakinch

Lisa Sullivan
Managing Director,
Technology
linkedIn lisasullivallen

  • Register here to download the report

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Ketchum’s Social Permission and Technology study

Interested in learning more about Ketchum’s Social Permission and Technology study? Check out our previous years’ studies.

2018

Ketchum’s inaugural Social Permission and Technology study suggested that we may be approaching a tipping point, whereby a subset of people will move to take control of the unease they feel over technology and privacy. Read more about how a new class of influencers – Techruptors – will likely disrupt the technology industry.

2019

Results from Ketchum’s second Social Permission and Technology study showed that people were taking action to address their concerns about data privacy. For an inside look at peoples’ attitudes about data privacy and security, read more.

About Ketchum’s Technology Expertise

At Ketchum, we leverage our DNA in corporate reputation and brand communications to build powerhouse enterprise technology and consumer electronics leaders, and to help startups and early stage companies make their mark in Silicon Valley and beyond. We live at the intersection of technology and the industries it empowers and disrupts: healthcare, financial services, automotive, aerospace, manufacturing, consumer technologies, food and agriculture.

Two of our premier services from our broad portfolio include:

Reputation By Permission Philosophy and Approach

A hybrid offering from our Technology and Issues & Crisis team, this service combines our Issues & Crisis expertise with our vast industry-specific skills, tools and knowledge and can be tailored to the needs of technology companies.

Ketchum’s Technology White Space

This offering provides a data- and research-driven landscape and competitive analysis that helps brands define their unique technology story — and provides the insights and tools to articulate it. Through this process, we evaluate the media landscape around a specific conversation and show what it looks like visually. We can see what is being written about, how often and by whom to determine what topics are driving outcomes.

CONTACTS

Melissa Kinch
Managing Director, Portfolio Leader
Technology | Food, Agriculture & Ingredients
linkedIn melissakinch

Lisa Sullivan
Managing Director,
Technology
linkedIn lisasullivallen