Of course, all of this also presents some important opportunities. In our research, we found that three in four (78%) people agreed that Britain would be better off if more people knew how to get the most out of the internet and had access to faster broadband.
Just ask Richard Branson what he thinks about the potential of digital technology as a force for good. “It can keep generating new, innovative technologies that help to make positive social change. It can continue to bring people together, and provide people with good ideas the tools to start great new businesses and services,” he told me when we launched ‘Our digital future’. “At best, digital technology and the internet will allow every person to contribute and share their ideas, creativity and entrepreneurship with the world.”
David Jones, CEO of Advertising Group Havas, shares Branson’s enthusiasm. “The brilliant younger generation will drive us all to change, maybe even faster than some of us are comfortable with. They are the most knowledgeable generation that has ever existed as technology has democratised access to information and education. They are the most responsible generation that has ever existed – not the rebellious idealists of previous generations – as they see the world’s growing issues and problems. But above all they are the ones who best understand how to use the power of digital and social to drive positive change in the world.”
There are already growing numbers of start-ups and small businesses that focus on using the internet for good, like Games for Change, an organisation that harnesses the power of digital gaming for social change. In this respect, I agree with Co-President, Asi Burak when he says, “What is more positive and exciting than the potential to reach millions of people with a simple creation, engage them and mobilize them towards real-world actions that are only ‘one click away’?”
People are already starting to ask how can big companies playing in the digital space use their technology for good, in a smart, strategic, commercial way. For me, it’s about finding new ways of working and developing innovative collaborations, both internally and with external partners. This is certainly going to be a big focus for me in 2013.
Katie Buchanan is head of Sustainability & Reporting at Virgin Media. Working closely with key partners around the business, she is responsible for providing Virgin Media with clear guidance on how they can minimise their impact on the environment, work more closely with their suppliers to ensure they meet appropriate standards and deliver a focused strategy around workplace practices. Most recently, Katie has also lead the company’s new corporate programme, ‘Our digital future’, which sets out to explore what the people of Britain think about their increasingly digital lifestyles. This is seen as the start of a longer-term commitment to enable digital consumers everywhere to get the best out of the internet and digital technology. The conversation is – as you’d expect – being facilitated online, at ourdigitalfuture.co.uk and everyone is invited to share their views on the website or by tweeting @vmdigitalfuture or #ourdigitalfuture. Katie also heads up the ongoing development of the company’s sustainability website – www.virginmedia.com/sustainability – and other reporting activities.
