Marketers face mounting ‘techlash’ amid privacy and surveillance concerns

Marketers face growing ‘techlash’ amid privacy and surveillance concerns

Four-fifths of Americans and two-thirds of Chinese worried about tech privacy and potential surveillance, brining home the full extent of a growing ‘techlash’ faced by marketers as consumer concern mounts.

Published by the American Marketing Association New York (AMA NY) The Future of Marketing study surveyed 1,500 consumers and marketers across the US and China to inform its findings. It observed that in America no ad tech innovations such as smart speakers, micro-influencers and AI assistants could command a majority of public support.

In China, similar sentiments also prevailed although its citizens were broadly more technophile with 81% having a positive impression of the internet of things while 79% and 71% respectively thought favourably of smart speakers and AI assistants - despite many sharing concerns relating to hacking, false information and loss of privacy.

Karen McFarlane, president of the AMA New York, commented: “Techlash is here. Despite the fast adoption of connected devices, American and Chinese consumers have profound concerns about their personal data and how it will be used or compromised.

“When it comes to the growing intersection of IoT, adtech, and AI, marketers must amplify brand trust and become unmatched champions of consumer privacy. At the same time, the escalating economic nationalism in both countries will pose additional challenges that marketers must respond to at the corporate, industry and national levels.”

The survey was conducted in collaboration with Charney Research, YouGov, Kadence International and GreenBook.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.