The Technology Paradox: Why Consumers Want Privacy AND Personalization

In his research, "Dynamic Evolution and Transformative Trends in the Consumer Market: A Technology Paradox Perspective," Dr. Chanaka Jayawardhena, Professor of Marketing at Surrey Business School and Head of the Strategy, Marketing and International Business discipline, argues that today's consumers do not face simple trade-offs but rather deep paradoxes, simultaneously wanting convenience and privacy, personalization and control, innovation and sustainability. Drawing on a five-component framework encompassing antecedents, core tensions, coping strategies, outcomes, and moderators, he examines eight transformative trends, from AI-driven personalization and metaverse experiences to digital identity management and influencer authenticity, through the lens of these tensions. A central finding of his research is that when consumers cannot resolve these paradoxes, they do not disengage immediately; instead, they cope through acceptance, avoidance, or ambivalence, with the last being the most concerning, as it quietly erodes brand trust over time. Dr. Jayawardhena also highlights a critical generational shift: while older consumers prioritize control over their data, Gen Z and Alpha consumers demand fairness in the value exchange, and when brands fail to deliver that, they simply ghost rather than complain. His research ultimately calls on marketers and business leaders to move beyond trend-spotting to become trend-understanders, designing not to eliminate paradoxes, but to give consumers the tools to navigate them with transparency, agency, and trust. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: 1. The background music incorporated in this video is the intellectual property of its respective developer and is protected under applicable copyright laws. Notwithstanding that it is a free-to-use version, Business Talk, Global Management Consultancy, and Deepak Bhatt do not own, and expressly do not claim, any rights, title, or interest in or to this music. 2. Dr. Chanaka Jayawardhena shared key insights from his research, “Dynamic Evolution and Transformative Trends in the Consumer Market: A Technology Paradox Perspective”, in an engaging episode of the Business Talk podcast. The uploaded video contains copyrighted content, so changing any graphics, music, or on-screen appearance of the author or host is not allowed.