*This article has been co-written by Xeno Co-lab & Darjeeling Design Co.
In an era where consumers are increasingly drawn to companies that demonstrate ethical values and social responsibility, the concept of social sustainability has gained significant traction. The United Nations Global compact describes social sustainability as — ‘identifying and managing business impacts, both positive and negative, on people.’ It is also described as proactively finding ways to manage the impact and finding ways to do business in a way that actively benefits people and society. Consumers are now increasingly seeking this level of accountability from tech companies and social media platforms as well.
Exploring the imperative of social responsibility in tech
This paradigm shift in consumer behaviour underscores the need for businesses, especially those in the fast-paced tech industry, to reevaluate their practices and prioritise social responsibility. This shift also stems from the challenges that consumers have continued to face and the intended consequences of technology applied with a ‘move fast and break things’ approach to innovation which is now proving to be problematic. Here’s a deeper dive into what has led to the need for social sustainability in tech:
Increasing user concerns with fast-paced tech evolution: The rapid evolution of technology has outpaced the understanding and awareness of its users. As explored in our previous article on “Attitudes on Digital Privacy,” growing concerns among users highlight the need for tech companies to address ethical considerations around digital privacy, safety and security promptly. Emergence of Generative AI and deepfake applications into the mainstream through platforms like ChatGPT is proving to be an example and reminder for companies to address the emerging concerns before making it accessible around the world.
Addressing information gaps for informed decision-making: A prevailing challenge is the lack of awareness and agency among consumers, leading to unintended trade-off of their data and therefore their privacy and safety. This also varies drastically based on digital awareness, education and geographies. For certain consumers, the concept of data and privacy still remain vague and therefore less concerning. This lack of concern does not stem from awareness but a lack of thereof. Therefore, companies must bridge this gap in awareness by actively engaging and educating consumers on the implications of their choices on their digital activity and their rights as a digital citizen. Consumers need to feel empowered and confident to make informed decisions rather than feeling vulnerable due to a lack of choice or lack of awareness.
Ethical washing leading to mistrust in companies: The spectre of ethical washing, akin to greenwashing, looms large in the tech industry. The backlash on the “Mother Nature” ad by Apple serves as a stark reminder of the consequences of superficial corporate responsibility. Such actions erode consumer trust, emphasising the necessity for genuine and realistic commitment to social sustainability that inspires consumer trust and loyalty. It is a reminder that such messaging needs to be carefully and intentionally aligned with the values and actions of the businesses across all levels through a systems thinking approach rather than thought of in isolation to be truly authentic to the business and create resonance with the consumers.
Navigating social media’s influence on well-being: Social media and messaging platforms wield considerable influence over societal and emotional well-being as demonstrated in hard-hitting documentaries like The Social Dilemma. Responsible design and moderation practices are crucial to ensuring these platforms contribute positively to the collective social fabric. Companies like Meta are now having to deal with the ongoing lawsuit due to their lack of foresight in building safety measures for children. Therefore, there is a need to breakdown and define the influence of social media and tech applications on emotional, psychological as well as physical well-being for all digital citizens.
AI’s journey into uncharted territories and associated social injustice: The evolving landscape of artificial intelligence poses challenges in understanding and mitigating its risk and impact on social justice. Potential negative consequences of AI applications such as perpetuating bias, copyright infringement, or rising cases of deepfake porn among others should be a sounding siren for companies to design preventative measures rather than choosing to take a fire-fighting approach to address such critical concerns. In the end, it also proves that companies need to work harder towards responsible and inclusive deployment of emerging technologies.
Paving the way for social sustainability in tech
As a result of these developments and increasing consumer anxieties, there is a higher level of scrutiny faced by companies. Companies are now expected to comply with new regulations and also adjust to this new paradigm shift that lays down a higher standard of accountability and responsibility.
Collaborative approaches to addressing concerns: To address the urgent and critical concerns mentioned above, various stakeholders, other than the tech companies, are coming together to identify possible solutions. There are now responsible AI practices defined by design and tech companies like the Microsoft Responsible AI Toolbox and Google Responsible AI Principles. There is also an increase in government regulations like GDPR or CCPA that fine companies for non-compliance and push them to create a system for data management that prioritises privacy and safety for consumers. The role of independent regulatory organisations is also becoming more critical in paving the way for a more responsible tech industry through education and awareness. The truth is that such critical issues cannot be solved in isolation, it requires a collaborative effort for all stakeholders to work together to create solutions that protect the interest of people and society.
Systemic approach for actionable change: However, the challenge that most companies face today is to find a comprehensive, actionable approach to social sustainability that does not stop at complying to regulations. Therefore, there is a need to define and commit to a systemic strategy that ties into all aspects of the business and is relevant to the company’s goals. Mitigating negative consequences and actively protecting the consumers’ well-being is not a design, research or communication exercise but requires a deeper commitment to tie business value and social responsibility across all business processes. A way to build this systemic approach is by identifying key principles that could be applied to people, processes and tools for a business across all functions:
- Increasing transparency to build trust and accountability
- Facilitating inclusion across people, processes, and tools
- Operating with intentionality in all aspects of their operations
Tech companies today lack a systemic roadmap to tie these values into actions and while it is challenging to build it out, the truth is that the company that arrives at it first will set an unprecedented standard for other companies to follow and challenge them to do better. With privacy now emerging as a way to create market differentiation, we can already see this taking root.
Need of the hour: Responsible Tech Leadership
As technology reshapes the world at an unprecedented pace, the call for social sustainability in the tech industry reverberates louder than ever. Companies that embrace this call and integrate ethical considerations into their core values not only secure the loyalty of their user base but also contribute to a tech landscape that uplifts society. The convergence of innovation and responsibility is the hallmark of a forward-thinking industry, and it is incumbent upon tech leaders to steer the course towards a future where social sustainability is not just an ideal but a collective reality.
Darjeeling Design Co. along with Xeno Co-lab has conducted extensive research and is going to be releasing a report on ‘Social Sustainability in Tech’ soon. This report offers an in-depth view at the current context and challenges when it comes to responsibility and ethics in the tech industry and also includes an actionable framework for industry leaders to understand their current state and build a roadmap towards social sustainability. More details coming soon!
