Frustration is growing in large parts of the population, especially among young people struggling to find permanent employment and generally feeling undervalued but also among middle-aged adults afraid of losing their jobs and often expressing disillusion. This frustration is amplified by the widely shared view that politicians are ineffective. Only relying on oneself can help improve the situation.
In light of this, digital technology is considered an ally that allows us to take control and ease our frustrations.
If I am denied a loan by my bank, I can use a crowdfunding platform to start my project. My budget is too tight to allow for my dream vacation? I can use BlaBlaCar and Airbnb. I feel like I’ve been swindled by a brand? I can put pressure on them via a social network.
In their digital strategy, companies have every interest in taking this compensatory dimension into account in developing apps that give their customers more consideration, more resources, and more decision-making power.