Technology brands have long been global powerhouses – driven by function, but not always attuned to the nuances of different cultures. While innovation is universal, the way different societies adopt and integrate new technology varies widely. Some markets embrace advances with open arms, while others remain cautious, shaped by tradition, cultural attitudes and societal expectations.
As technology evolves at an ever more rapid pace, it’s not just adapting to culture, it’s shaping it. From the combustion engine, to the smartphone, to AI, technological leaps have consistently redefined how we work, communicate and engage with the world. The challenge for global tech brands is to recognise these cultural shifts and turn them into opportunities for deeper customer connections and positive business impact.
Technology’s role in shaping culture
The relationship between culture, society and technology is complex. While some argue that culture influences tech adoption, I believe it’s the other way round – technology drives cultural transformation. Consider the impact of the steam engine which reshaped economies and redefined how societies functioned. Or more recently, how mobile technology has untethered us from office spaces, albeit at the cost of never fully disconnecting from work. The social media generation has revolutionised communication, making phone calls obsolete in favour of instant messaging. Given their profound influence on shaping societies, tech companies have a responsibility to consider the ethical and social implications of their innovations. This makes CSR within the tech industry more crucial than ever, ensuring that technological progress aligns with broader societal well-being.
And then there’s AI – heralded as the next great shift. With AI avatars and deep fake technology becoming more sophisticated – such as those demonstrated at Honor’s stand at Mobile World Congress (MWC) – the line between reality and digital identity is blurring. As AI continues to evolve, so too must the regulatory frameworks that govern its development and use. Keeping up to date with national and cross-border regulations is essential to ensure ethical deployment, prevent misuse, and foster international collaboration in setting responsible AI standards.
Meanwhile, Kiwibot robotics is changing the advertising game and how brands connect with audiences, with AWS using its robots to track engagement at events in real time.
These innovations raise important questions: are we comfortable with AI-driven interactions? How do we maintain authenticity in brand experiences? And how can we leverage AI in the brand experience sector ethically?
A shift in business priorities
Over recent years at MWC, we have seen a focus on ESG initiatives, with DE&I being placed at the forefront. However, a notable shift is occurring. This year, the conversation at MWC reverted back to business growth, ROI and expansion. For some ESG remains relevant, but for others the purpose driven conversation is diminishing.
For example, Vodafone’s announcement during the event of a satellite network across Europe highlighted a geopolitical shift in tech. By ensuring connectivity in previously unreachable areas, Vodafone has positioned itself as a key player in Europe’s digital race. This move highlights how tech brands must navigate not only market dynamics but also geopolitical landscapes. In a fragile geopolitical landscape, businesses must go beyond mitigating risks to seize new opportunities that emerge from uncertainty.
Navigating cultural nuance in tech branding and experiences
Creating a global experience goes beyond simply translating marketing materials. It requires a deep understanding of how different cultures engage with technology and each other, as well as the importance of context. In an increasingly fragmented world, where audiences hold diverse perspectives and political ideologies, crafting experiences that truly resonate demands cultural awareness and adaptability. There are four key aspects to consider:
- Individualism vs Collectivism: Some cultures value independence and personal achievement (e.g. the US), while others emphasise community and long-term relationships (e.g. Japan). This affects messaging and brand positioning.
- Contextual Communication: High-context cultures (e.g. China) rely on implicit messaging, while low-context cultures (e.g. Germany) prefer direct communication. Tech brands must tailor their storytelling accordingly.
- Tradition vs Immediacy: Some societies prioritise legacy and expertise, while others focus on speed and convenience. This shapes how brands position innovation.
- Societal Shifts: Different regions are experiencing unique demographic and economic changes, from aging populations to youth-driven digital economies.
For example, look at how Apple has changed its communications. Apple’s “Think Different” campaign once framed technology as a tool for rebels and visionaries, but in today’s European market, Apple emphasises privacy and control – aligning with cultural concerns about personal data.
Data, trust and the global AI challenge
When considering the cultural impact of tech, data and privacy issues are paramount nowadays. It’s why Apple has altered its messaging. Trust is the cornerstone of any successful brand, and in today’s data-driven world, it’s deeply intertwined with how data is handled.
Consumers are increasingly aware that their personal data is being collected, and they want transparency and agency.
The 2025 Edelman Trust Barometer reveals:
- The NHS scores 65% in public trust
- Social media companies lag at 42%
- Trust in AI companies in the U.S has declined from 50% to 35%
The disparity highlights the growing data/trust challenge that tech brands are faced with. The rise of AI-powered interactions, from chatbots to personalised algorithms, only intensifies this issue.
Different regions are tackling AI regulation in distinct ways. The U.S. leans towards a regulatory-light approach, while the EU enforces strict oversight. Striking the right balance is crucial. Overregulation stifles innovation, but a lack of safeguards erodes consumer trust.
For example, AI could be used to help the pressing global issue of aging populations and shrinking workforces. AI powered automation and robotics could support aging societies by filling labour shortages, but brands developing AI solutions must do so responsibly, ensuring they address societal needs rather than simply chasing profits.
The future of tech brand experiences
Despite geopolitical tensions, economic shifts and regulatory challenges, one truth remains: the world is becoming more diverse. Tech brands must recognise this diversity not as a hurdle, but as an opportunity – especially as Gen Z’s, the generation who will soon have the largest purchasing power, have evolved into a conscious consumer and expect more from corporations when it comes to ESG.
To thrive in this new landscape, brands must:
- Build trust through transparency – consumers need to know how their data is being used
- Adapt to cultural nuances – one size fits all messaging no longer works
- Balance innovation with responsibility – pushing boundaries while addressing ethical concerns.
Technology doesn’t exist in a vacuum. It is both influenced and influencing. By shaping experiences that resonate across cultures, that adhere to citizen’s demands and improve people’s lives in meaningful ways, tech brands can thrive while benefiting the societies they operate in.
Adam Charles
Adam Charles is Chief Growth Officer at Sparks.
