A growing sense of mistrust is putting Australian innovation at jeopardy, as fear levels exacerbate scepticism of how technological advancement is being managed.
BBS Communications Group’s global partner firm Edelman recently released the Australian edition of its 2024 Trust Barometer, with this year’s report delivering important lessons for those at the helm of technological change.
Fears grow
According to this year’s report, Australians have grown even more fearful in the last year. 78 per cent of Aussies now fear hackers (up eight per cent), with increases also recorded against climate change and the information war (each up two per cent) and inflation (up one per cent to 70 per cent). Job loss remained the greatest fear of all, experienced by 82 per cent of respondents.
In addition to these personal and societal fears, Australians have also grown more distrustful of key figures, with 59 per cent of respondents holding the opinion that government leaders, business leaders and journalists and reporters are trying to mislead via false or exaggerated information.
Just 38 per cent of 2024 respondents said they trusted journalists overall, ranking this group below CEOs (40 per cent) and government leaders (49 per cent).
However, when asked about where they get the most information about new technologies and innovations, national media ranked highest at 51 per cent, above online searches, friends and family, local media and social media.
The issue for innovation
As highlighted by the report, the danger for an Australian society typified by fear and mistrust is the restraining of technological advancement, with signs that this perception is already in place.
According to Edelman’s global results for 2024, Australian respondents ranked second most likely – amongst the nations surveyed – to consider innovation as being poorly managed, with the US in pole position.
The Australian report drilled down further, showing that while Aussies were more likely to embrace innovations like green energy than they were AI or gene-based therapies, the majority (58 per cent) showed disdain for GMO (genetically modified organisms) foods.
Part of this problem seemingly stems from Australians’ lack of confidence in government to regulate emerging innovations, as well as the belief (by 59 per cent of respondents) that science has become politicised.
Communicating change
Change has been a constant for many of us in recent years.
While a definite driver of business growth, innovation is essentially change and requires a comprehensive change management approach. Just like for any other significant business or organisational change, strategic thinking and sufficient time needs to be applied when communicating innovation and its effects.
Considering the emotional, practical and perception-based impacts on customers, communities and other stakeholders is a must.
The expectation from the Australian employees canvassed by the Trust Barometer this year was that CEOs should speak publicly about issues such as future job skills, the impact of automation on jobs and ethical use of technology.
Further, a majority of Australian participants also believed technical experts (69 per cent) and scientists (67 per cent) have a role to play in managing the introduction of innovation.
For leaders, taking a stand and being transparent about how innovation is being fostered, delivered and measured is key, as is investing in the upskilling of technical leaders to become proficient communicators.
BBS is one of Australia’s longest established corporate communications advisors. We work with some of Australia’s leading retail, corporate and professional service advisory brands, ASX listed companies as well as smaller niche businesses which are seeking to grow and expand. To discuss how your business or industry is changing, please reach out to us.
