Connection: it is one of the great strengths of digital technology. We can reach each other at any time of the day. Technology not only facilitates communication, but also helps to reduce inequality of opportunity and loneliness. By removing barriers such as language, distance or access to information, it makes integration easier, for example, and can bridge social and cultural divides. In many ways, thanks to technology, we are closer to one another than ever before.

But there are also some caveats. Not everyone is comfortable with technology. Systems are sometimes biased. And if you try to solve too much digitally, it actually gets in the way of human contact. Despite all this connectivity, loneliness is becoming a bigger problem. Social media and the filter bubble are causing viewpoints to become increasingly polarised.

People no longer listen to one another, causing social cohesion to crumble. There is a great deal of disinformation, and algorithms mean we see few new perspectives – we are mainly presented with what we already believed. This leads to us standing increasingly against one another rather than alongside one another. Unfortunately, this is also something technology contributes to.

As creators of digital solutions, we need to think carefully about how our products and services can help foster connection. How do we ensure that we make a positive impact on society? How do we prevent polarisation and bias? Does our solution encourage human contact? What risks lie in wait now that we’re doing more and more online? Where are we losing that connection? And how can technology help to restore or create it?

Technology can bring people together, but it certainly doesn’t always do so

Let’s first take a closer look at what is going well. Technology makes it much easier for us to connect with others. We may well be seeing and speaking to family abroad via our screens more often than ever before. That helps to combat loneliness. Technology opens doors that used to remain closed to many people. Think of Funda, Marktplaats or other platforms that bring supply and demand much closer together. They ensure that more people have a chance at that bargain or that one lovely home. Of course, the playing field isn’t entirely level. Not everyone has access to technology. Not everyone knows how to use it. But the playing field is certainly a lot bigger than it used to be. Technology also has all sorts of unintended positive side effects. Technology helps with integration. There are online language programmes and online buddy schemes. Tools such as Google Maps, ChatGPT and Duolingo help newcomers familiarise themselves more quickly with an unfamiliar world.

But technology can sometimes also stand in the way of connection. We see this, for example, when we look at human biases in AI. The best way to illustrate how this can cause problems is with an example. More and more job-search platforms are using AI to scan CVs and determine whether an applicant makes it through the first round. If AI is trained in such a way that – just like some people – it (unconsciously) pays attention to someone’s surname, this actually exacerbates inequality. Another problem is a lack of, or poor access to, digital technology. This often affects precisely those people who need connection the most. Many platforms assume that you can read and write Dutch well. This is a problem for those who are integrating into society, but also for people with low literacy levels or those with limited digital skills. Because much technology is too complicated, an offline alternative is always needed – technology should never be a substitute for offline interaction. The rule of thumb is: digital where possible, and face-to-face where necessary. This means that digital technology must always be as human as possible, but we must also set limits on what we digitise. The offline role of many organisations is hugely important from a social perspective. We tend to overlook this all too easily.

What role is there for organisations to play?

In a rapidly digitising world, it is even more important to fully understand who our users are, what their concerns are and what their needs are. Not just when it comes to your product or service, but also what happens around it. If you understand this properly, you can design your services in a way that is human and connects with people. Take a trip to the supermarket, for example. For some people, it’s about much more than just buying bread and eggs. It’s one of their few outings of the week, with a friendly chat at the till. Anyone who understands what drives customers or users can incorporate that into their service provision. Only then can you make a real difference.

There are plenty of opportunities, and there are already lots of wonderful initiatives. Think of Thuisgekookt, a platform where neighbours cook for people who are lonely or unable to prepare a meal for themselves. Larger companies are also considering how they can contribute, such as PostNL. If anyone is ‘always nearby’, it’s the postman. With this in mind, PostNL wants to try to improve the quality of life in neighbourhoods. For example, they are installing parcel lockers at a number of Salvation Army community centres. If you collect your parcel there, PostNL will make a donation to the Salvation Army, towards a cup of coffee or a bowl of soup. It’s a wonderful example of how technology connects and supports people. What’s more, an initiative like this humanises a brand. And that’s invaluable: trust helps you successfully launch new services and build a relationship with consumers.

The question is: what role is there for your organisation to play? How can you foster connection through your services? If you give this some thought and listen carefully to your customers, you’ll undoubtedly be able to develop interesting new services. Services that, on the one hand, are socially valuable and open new doors, whilst at the same time strengthening your brand.