New Data Exposes Reputational Chasm Between Love for Technology Products and Growing Concern About Technology Business Practices

Ketchum Study: 87% of Enterprise IT Buyers Say They Consider a Brand’s Commitment to Ethical Use During Purchase

While technology was pivotal in making commerce possible and fueling key elements of people’s lives during the COVID lockdown, the reputation of technology companies did not see a boost. A new study exposes a reputational chasm between positive attitudes toward technology and a growing skepticism and increased scrutiny of technology companies’ business practices, from both enterprise purchasers and consumers. Three-quarters (74%) of the general public say they like having technology in their life but distrust big tech companies. Among enterprise IT B2B buyers, a company’s commitment to ensuring ethical use of technology makes nearly 9 in 10 (87%) more likely to purchase their products. The Ketchum 2021 Social Permission and Technology Study, the third conducted by global communications consultancy Ketchum, revealed serious challenges for the tech industry in a comprehensive look at enterprise IT buyers and business leaders, employees, consumers and society.

In addition to ethical use of technology, enterprise IT buyers and business leaders say reputational elements such as commitment to data privacy (86%) and support for eco-friendly product lifecycles, such as product trade-ins (83%), rank very high in their purchase considerations.

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“B2B companies operate within a broad, highly connected ecosystem that is greatly affected by consumer and public perceptions – B2B is really B2B2C,” said Melissa Kinch, managing director and portfolio leader, Technology and Food, Agriculture & Ingredients, at Ketchum. “If you are a B2B tech brand, understand that your customers’ decision-making is affected by how consumers view your company and its values. You aren’t selling in a B2B bubble. Making a commitment to ethical use of technology and data privacy – and backing that with actions – is critical.”

Hiring managers take note: more than half (56%) of employed Techruptors – a group Ketchum identifies as influential technophiles who tend to be leading indicators when it comes to tech trends and changing perceptions – say they have considered leaving their job because their company is not committed to the ethical use of technology.

But there is a bright spot: the growing scrutiny of tech companies means that business leaders and IT decision makers also notice positive actions by tech brands. According to the survey, 75% of B2B leaders have noticed tech companies promoting STEM programs for students, and a similar percentage (76%) have noticed tech companies promoting STEM upskilling/reskilling programs for adults.

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