European Study Reveals Divide Over Impact of Disruptive Technologies
A recent European study highlights a significant divide between decision-makers and the general public regarding the impact of disruptive technologies. Conducted by Hotwire Global, the research points to varying levels of enthusiasm and understanding of these emerging technologies across five European markets.
Impact of Hotwire Global’s Research
Hotwire Global, a leading communication and marketing consultancy, has published its Frontier Tech Confidence Tracker, based on a survey conducted by Opinium among the general public and decision-makers in five European markets. This study sheds light on the perceptions surrounding 15 disruptive technologies, which the OECD defines as new and emerging technologies with the potential to radically reshape existing processes.
Among the technologies examined are artificial intelligence, robotics, virtual and augmented reality, and quantum computing. The findings reveal that while business leaders exhibit high confidence—averaging 77 out of 100 in their assessment of these technologies—the public expresses a more cautious stance, scoring just 48. This 29-point gap raises questions about the pace and justification for the adoption of such technologies.
Decision-Makers Overestimate Public Trust
A striking 79% of European decision-makers (78% in France) believe the public holds a more favorable view of companies adopting these technologies. However, the reality is quite different; less than half of the public (46% in Europe, 42% in France) shares this positive perception. Major concerns regarding disruptive technologies among the public include fears of job losses (38% in Europe, 34% in France) and growing wealth inequality (25% in Europe, 30% in France).
Conversely, decision-makers focus on potential positive outcomes, citing increased profits and improved efficiency as primary benefits, with 58% in Europe and 52% in France highlighting these advantages. When it comes to societal impacts, the public is, on average, 20% less optimistic than decision-makers about the benefits of disruptive technologies.
“In an era where corporate roles in society are under scrutiny, there is a genuine risk that companies may disconnect from public sentiment regarding the use of technology for achieving commercial goals. Alienating stakeholders can lead to more critical media coverage, unfavorable policy decisions, and ultimately hinder growth,” stated Ute Hildebrandt, CEO of Hotwire Global for Continental Europe.
Perceptions of Credibility in Technology
The survey further explored who the public trusts regarding the deployment of disruptive technologies. Only 36% of Europeans (37% of the French) express unwavering trust in companies implementing these technologies without transparency.
Pervasive skepticism marks the public’s perception of tech leaders; 51% of decision-makers view them as the most reliable source of information and guidance about emerging technologies, while the public shows 29% less trust in these figures. However, there is clear consensus around scientists and researchers, regarded as the most credible sources, with 43% of the public (both European and French) trusting their insights. In fact, among companies, scientists and researchers hold the second position in reliability, with 49% of respondents in Europe rating them highly.
“Companies have a responsibility to communicate proactively about their use of disruptive technologies and the anticipated impacts on their ecosystems, particularly society. Transparency about both opportunities and potential risks can mitigate concerns, build trust, and foster acceptance,” concluded Ute Hildebrandt from Hotwire.
*Study conducted by Opinium for Hotwire with 730 decision-makers from companies employing over 250 individuals and 8,000 European citizens (France, United Kingdom, Germany, Italy, and Spain).
**As defined by the OECD.
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