Foreword by Jerry Buhlmann, CEO Dentsu Aegis NetworkThe speed read 1. Introduction 2. Building a digital economy that works for all 3. Understanding digital engagement 4. Driving growth through digital engagement 5. Final word About the research 3 5 8 9 15 21 29 30 Contents 2 by Jerry Buhlmann CEO Dentsu AegisNetwork Dentsu Aegis Network has the ambition of becoming a 100%digital economy business. We believe that in an uncertain world,the digital economy is one of the few, clear growth opportunitiesthat businesses can rely on.However, in recent years the debate about the digital economyhas changed. While there is clearly huge potential to delivereconomic benefts for both business and society at large,discussion has turned to the risks that accompany this shift. Forexample, the impact on jobs and skills; on inequality; on personalhealth and well-being. Across many dimensions, it’s clear thatthere are many unintended consequences of the digital economythat must be addressed.This is why we’ve developed the Digital Society Index. Incollaboration with Oxford Economics, we’ve analysed how well aselection of advanced economies are making the transition to thedigital economy across three dimensions: dynamism, inclusion andtrust. We believe that these dimensions are the key ingredients ofa sustainable, healthy digital economy that not only creates rapidgrowth from its digital sectors, but also enables that growth to bespread widely across society within an environment of trust.Critically, the analysis also includes the views of 20,000 peoplearound the world so that we can understand how they perceivethe transition to a digital economy. However, our results hereshow that people are less positive about the digital economythan we might have expected. This matters because the digital3 Foreword 33 Foreword economy is people-led. People drive innovation through demandfor tech-enabled products and experiences. They embrace digitalplatforms primarily for eCommerce and entertainment, andincreasingly to access healthcare, education and governmentservices. And they develop and deploy the skills that fuel digitalbusinesses. As a result, the pace with which we transition to thedigital economy will largely be dictated not by technology itself,but by the people who use it.We need to take action. And our analysis identifes a number ofpriorities to drive positive engagement with the digital economy:skills training, transparency around data usage and more fexibleworking processes and structures. But there is also more businesscan do through traditional marketing and communicationschannels. First, brands need to build trust through greateropenness. Transparency is emerging as a key differentiator aspeople realise there is a risk that you can trust something thatisn’t true. Second, use data to drive relevance and increase thepositive emotional impact of content, products and services. Andthird, put purpose at the heart of the brand proposition. Beingclear about how you contribute to society can only help buildtrust as your business becomes more digital.For business leaders and policymakers, this analysis serves as areference point for how well countries are realising balanced,sustainable growth from the digital economy. But it also actsas a barometer of peoples’ sentiment in relation to that growthjourney. It is intended to stimulate debate and action, framing ourfuture in a digital economy that works for all.4 。。。。。。