Governments globally are actively harnessing the transformative power of digital technology to reshape the landscape of policymaking, elevate the quality of public services, and foster deeper engagement with their citizens. The advent of these innovations brings with it the promise of increased efficiency and effectiveness, but its realization hinges upon a profound understanding of the needs, aspirations, and expectations of the people it serves.
To this end, Ernst & Young, a global leader in professional services, took a momentous step in 2021 by launching the ambitious Connected Citizens research program. In a pioneering collaboration with Ipsos, the program set out to survey a diverse populace of 19,000 individuals from 19 countries, spanning an array of demographic and psychographic segments.
In this article, we will delve into this particular research program as well as the valuable insights it provided. We’ll also discuss crucial actions for governments that will foster greater citizen engagement, trust, and inclusivity in the digital age.
Connected Citizens Research Program — The Seven Citizen Personas
This comprehensive and rigorous study delved deep into citizens’ attitudes toward technology, their views on data privacy, perceptions of public services, and their envisioned digital relationship with respective governments. The outcome of this meticulous research was a unique segmentation model. It artfully reveals seven distinct citizen personas, each offering valuable insights and learnings to governments seeking to elevate their citizen engagement and effectively navigate a rapidly interconnected world.
- Diligent Strivers
Representing a vibrant and ambitious cohort of young, urban dwellers, the Diligent Strivers exude an unwavering passion for self-improvement and progress in every aspect of life. Armed with an insatiable thirst for knowledge and growth, they are driven by a desire to seize opportunities and climb the ladder of success, making them essential catalysts for societal development.
- Capable Achievers
Positioned at the forefront of digital adoption, the Capable Achievers are pragmatic and forward-thinking citizens who welcome and embrace innovation with open arms. Equipped with a discerning eye for value and efficiency, they hold the potential to be powerful advocates for transformative changes in public services.
- Aspirational Technophiles
The Aspirational Technophiles, a group of well-educated digital natives, radiate excitement and enthusiasm for the boundless possibilities presented by technology. Their deep-rooted connection to the digital realm makes them a natural driving force for future advancements in governance.
- Privacy Defenders
Cautious and vigilant, the Privacy Defenders champion the cause of data privacy and security with utmost dedication. Wary of sharing personal data, they emphasize the importance of maintaining robust safeguards and transparent practices to uphold citizens’ fundamental rights and trust.
- Tech Skeptics
Residing among the Tech Skeptics group are older, lower-income earners who grapple with recognizing the tangible benefits of technology. Overcoming their skepticism necessitates tailored efforts to demystify technology’s potential and demonstrate its value in enhancing daily life.
- Struggling Providers
Comprising lower-paid workers grappling with barriers to accessing online services, the Struggling Providers merit special attention to bridge the digital divide. Empowering this segment through targeted support and resources can create a more inclusive society.
- Passive Outsiders
Detached from the all-encompassing reach of the virtual world, the Passive Outsiders remain reluctant to embrace technological change. Tailored outreach and engaging initiatives are required to ease their transition into the digital landscape.
Citizens’ Vision of the Ideal Virtual Experience
The subsequent phase of the Connected Citizens research witnessed the convergence of diverse voices in meticulously orchestrated workshops. This research was conducted by Ipsos in prominent locations like Australia, Brazil, India, the UK, and the US between 2022 and 2023. During these workshops, participants from all seven citizen personas engaged in thoughtful discussions.
The topics discussed included addressing critical aspects such as the digital divide, the significance of digital IDs, concerns about AI and 5G, and most notably, their aspirations for an ideal experience. The workshops proved to be an enlightening expedition, unraveling the intricacies of citizens’ perspectives, their fears, and their soaring dreams for the rapidly evolving digital revolution.
Addressing Concerns and Embracing Transformation
While the enthusiasm for digital government services resonated throughout the workshops, they also served as a platform to voice several critical concerns.
Persistent Inequality of Access
As the rapid pace of tech innovation unfolds, certain groups, such as more senior individuals or those with lower incomes and education levels, encounter difficulties in keeping up with the virtual tide. Bridging this divide becomes an urgent mandate, ensuring that all citizens can benefit from the opportunities and resources that the digital world brings.
Data Security Concerns
In the wake of high-profile data breaches and cybercrime incidents, citizens’ worries about the security and responsible use of their personal and financial data have reached new heights. Upholding data privacy and security standards is imperative to reinforce citizens’ trust in the digital ecosystem.
Keeping AI Ethical and Accountable
While the merits of AI are recognized, concerns about its potential misuse and unforeseen consequences cannot be underestimated. Responsible and ethical AI implementation must be a cornerstone of any futuristic strategy, ensuring that technology serves humanity and abides by principles of fairness and accountability.
Feelings of Uncertainty Around Technology’s Capabilities
While citizens ardently envision a bright future, they are equally adamant about the need to adapt to technology at their own pace. They emphasize that technology should complement, not replace, the foundation of well-resourced and quality public services, underscoring the value of a holistic approach to governance.
Disrupting Business, Reshaping Government: The Impact of the Digital Economy
The digital economy is not merely bringing incremental changes to businesses; it is ushering in a seismic shift that challenges traditional operating structures. The industrial-age corporation, which has stood as the bedrock of the marketplace for decades, is now facing a reckoning.
The advent of internetworking is generating new business models, heralding the end of the old order. Established enterprises scramble to adapt, knowing that failure to embrace innovation could render them irrelevant. Key trends like agility, consumer empowerment, knowledge-based economies, and transparency are redefining the rules of the game.
Governments Under Pressure: Navigating Fiscal and Technological Challenges
Governments worldwide face mounting pressure to enhance service delivery while controlling public debt and deficits. Citizens, as discerning consumers, now expect the same level of convenience and efficiency from public services as they experience in the private sector. The rise of those well-versed in sophisticated technologies amplifies this demand for seamless and flexible services.
Governments must catch up to the private sector’s pace in adopting new technologies and offer services that resonate with tech-savvy citizens. The global nature of the digital revolution also intensifies competition among jurisdictions, forcing governments to adapt to a networked world.
Charting a New Course: Emerging E-Governance Models
As the digital era takes hold, governments find themselves at a crossroads, compelled to forge new governance models that resonate with the demands of the time. The convergence of three pressing factors accelerates the urgency for change, challenging governments to redefine their responsibilities and partnerships.
- Rethinking Service Delivery: Embracing Networked Technologies
Traditional government structures are giving way to citizen-centric service delivery models. The advent of networking technologies erases the boundaries between government branches and agencies, making service delivery more agile and responsive. With the focus now on citizens as end-users, services become more efficient, accessible, and tailored to individual needs. Collaborative networks between government, civil society, and the marketplace redefine the nature of public services, emphasizing value creation.
- Beyond Traditional Governance: Engaging Citizens as Partners
The increasingly interconnected world demands more than periodic trips to the polling booth; it necessitates real-time citizen engagement and partnership in governance. Policy development and decision-making processes transition from top-down approaches to broad-based, participatory methods.
Empowered citizens play active roles in co-creating public value and shaping government actions. True partnership becomes the norm, requiring cultural shifts within government organizations that traditionally held hierarchical and insular values.
- Innovating Governance: Navigating the Challenges of Accountability
As lawmakers embrace a new era of governance, they must be prepared for more risk-taking, greater flexibility, and a tolerance for experimentation. The digital age offers new opportunities for innovation and value creation, but these require a reevaluation of traditional notions of accountability.
The imperative for governments to provide better services is balanced by the need to allow for more fluid structures and learning from failures. Embracing change and promoting collaboration is essential for governments to thrive in this dynamic landscape.
The Bottom Line
The Connected Citizens research emerges as a powerful beacon illuminating citizens’ perspectives, expectations, and concerns regarding digital government services. It equips those in power with invaluable insights to design policies and strategies that foster greater engagement, trust, and inclusivity.
The digital era holds immense promise, and its success lies in creating a world that serves every citizen, leaving no one behind. Governments that adapt to these priorities, embracing technology with unwavering dedication and empathy, will undoubtedly pave the way for a brighter future.
