Technology is evolving faster than ever, and companies as well as individuals that struggle to keep up with some of the major tech trends run the risk of being left behind. Among 5G, AI and Automation, advanced data analytics, there’s one other major trend that should be on your list: human engagement.
I recently attended The Drum Predictions 2020, where industry experts put their necks out to talk about what the new decade is due to deliver, packed full of interesting insights and analyses of how our industry is changing and bracing itself for all the challenges, complexities and opportunities being thrown at it. And it confirmed our point of view: that Digital Detox’s approach to the importance of purpose in tech is the way forward. Here’s our top three takeaways:
1. Purpose and trust
What is ‘purpose’? We believe there is a reason for purpose: a rallying cry/ rationale for people to want to voluntarily give effort to help the business succeed. It is a bridge between what the company is trying to achieve and what is meaningful to those relationships that contribute to the success of the company. It enables us to know who we are and what our values are, so we can find a match with those we work with.
Why is purpose important? It seems that purpose is one of the main factors that people take into consideration when either:
- Joining a company to work for: according to this survey, 90% of people who worked in a purpose-driven organisation reported feeling engaged in their work.
- Choosing a company to work/ partner with: a clear trend has emerged in which people are choosing to buy from companies that share their moral, social and political beliefs.
2. Employee advocacy
Companies should empower their employees to become their brand advocates in order to deliver trust. But they can only do this by believing in the same values and purpose their company has.
The 2019 Edelman Trust Barometer states that 67% of employees say they would refuse to work for an organisation that did not share their values or provide the opportunity to address societal problems. With that being said, the first step in building a business purpose is to make sure the team is aligned and believes in the values we want to associate ourselves with.
Our values should be distinctive, actionable and important to the success of the business. That will shape the behaviours of the organisation (its character) and should be important enough to encourage intervention by anyone in the team if they are not being lived up to.
In this way, the team will have an impact and will implicitly become brand advocates, which will then help us to deliver trust to the people we already work with as well as potential clients. In fact, 53% of all global consumers see employees as the most credible sources for learning about organisations, according to the source cited above.
At Digital Detox, one of our first quarter’s goals is to become trusted partner for all our clients and that is linked to who we are and what we stand for. We are building a purposeful business so that our people are inspired to make a difference and come up with ideas that benefit society, develop people (including themselves) and build a better business so that we can continue to make an impact.
3. Technology is a tool
This topic combines two major themes we are serious believers in: the future of work, and tech with purpose. Future of work is about putting people first and technology second so we can prioritise real human engagement. At Digital Detox, technology is just the means not the goal, used as a vehicle to better the people and planet.
Tech with purpose reinforces solving problems facing people and the planet using digital technology. However, it is all about using the right technology where and when it makes sense rather than using tech for the sake of it only. As a human-centred digital design agency, we will continue our journey by doing work which benefits humanity and hold ourselves accountable for the experiences we create.
There is a growing movement of responsible businesses and greater expectations around the role business owes to society. The start of the new decade and the pressure of quickly adopting new trends will urge businesses to create purpose and keep up with the competitors.
But we shouldn’t end up building purpose just for the sake of it: “For all brands, and B2B brands for sure, purpose cannot be a short-term stunt. It must be something authentic, contextual to the business, sustainable and truly meaningful”. (Tom Stein, Chairman and Chief Client Officer Stein IAS).