What Should we Prioritise: Reach or Responsibility

Description:

In an age where consumers are simultaneously fascinated and frightened by the ever-expanding remit of technology, advertisers find themselves in a strange new dilemma. The tech backlash has created a paradigm whereby animosity towards big tech grows in parallel to innovative capabilities to reach and communicate with consumers. Amidst conversations of technology addiction and a user's right to disconnect, the ongoing quest
for consumer attention becomes far more morally complicated to deliver upon. Big tech is being increasingly blamed for taking advantage of user’s impulses, as opposed to their conscious intentions to engage with brands. It begs the question, as an industry, do we need to start a collective conversation about changing this dynamic and prioritising our responsibilities?