Raging against the machine

Marian Berelowitz
JWT Intelligence

The idea that high-tech devices and services are becoming as integral to our lives as food and clothing is a widely accepted trend. But now people are starting to question how readily they have welcomed technology into every corner of their lives. This article describes the growing ambivalence about technology and how brands need to adapt.

Humans have always raged against new technologies – looking askance at everything from cars to telephones and televisions. So what's different now, with even some Millennials seeing tech as dehumanising? Among other things, mobile is a technology that infuses almost every part of our lives; digital tech is fundamentally changing our relationships, our behaviours and perhaps our brains; and as the pace of change keeps accelerating, we're having a hard time adjusting.