Navigating the pros and cons
of modern technology
Convenience vs. caution
BY JAKE POINIER
U NLESS YOU’VE ESCAPED to an off-grid cabin in the Sierra Nevada, there are pros and cons to the technology products and services that touch and transform our daily lives. The ultimate goal may be to create the perfect combination of customer convenience and business efficiency, but the truth is that every new tech and trend needs be approached with a measure of caution—since the common tradeoffs may include important elements such as privacy, security and safety. “While businesses may be eager to have early adopters of their technology, consumers will often wait to see who else is using something before we get on the bandwagon,” says Jeffrey B. Hirsch, adjunct professor at the University of Southern California – Annenberg School for Communications & Journalism, whose career includes work in ad agencies and brand management, as well as running his own firms, the Right Brain Studio and JBH Personal Branding.
Here’s an overview of some of the consumer technologies that have reached prime time, and what you may need to consider when using them. Self-checkout Although its origins date back
decades, self-checkout technology usage surged during the pandemic— and the pros and cons continue to
be debated. For customers, the promise is speed and shorter lines. For retailers, it’s targeted at improving efficiency and addressing the shortage of quality workers, allowing staff to be deployed where they’re needed most. The in-store reality, however, is more nuanced. Consumers frequently encounter problems with scanning items or swiping credit cards, and customers who are elderly or visually impaired may have additional difficulty. Although plain old frustration is common, you’ll even see anecdotal stories on the
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IN YOUR CORNER ISSUE 17 | 2024
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