BIMA House Day 2 | The Human Cost of Digital Growth: Clicks vs Consequences

Marketers love to talk about the power of purpose-led brandbuilding. But while agencies collect awards for campaigns with authenticity, and brands post statements about wellbeing and trust, our industry continues to fund and accelerate the growth of digital platforms causing real-world harm.

This session is a challenge to the marketing community: stop pretending this is solely Big Tech’s problem. Will you take off your rosé-tinted glasses and engage in the discourse?!

We want to challenge agencies, brands, platforms and media leaders to confront the uncomfortable truth that digital success is too often measured in impressions, reach and ROAS, while human consequences are treated as someone else’s problem. Can a direct line be drawn between content and campaigns, and negative emotional outcomes?

From misinformation and platforms with inbuilt dark design patterns, to recommendation loops boosting negative sentiment, or harmful influencer culture and unsafe online environments … this commercially-led ecosystem of digital media has rewarded engagement at almost any cost. And marketers have not stood outside that system — they have fueled it!

We ask the industry to hold up a mirror to itself. Because this goes way beyond brand safety. This is about human safety. And the role our industry plays in threatening consumer wellbeing for the sake of clicks.

Your speaker:

Ian Russell

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