The International Society for Digital Earth 2023 conference was held at Harokopio University in Athens from the 11th to the 14th of July 2023. On the 14th of July, Barbara Ryan, Cheryl Desha, Sven Scahde, and Luis Perez-Mora hosted a workshop to engage over 30 researchers in discussing six questions related to industry and citizen engagement for digital earth data. The first question served as an ice-breaker: “What does ‘citizen engagement’ mean to you?” The second question was, “How do you define ‘industry’?” The following five questions were explored in five groups. Each group provided meaningful and inspiring ideas based on their personal and research experiences. The following content is based on my understanding and experience, as well as input from our team members and our group leader, Prof. Alessandro Annoni.
Which engagement of citizens can you imagine?
Citizen engagement can take various forms across different industries. The term “industry,” as discussed in this workshop, encompasses any form of organised economic activity involving groups of people, including organisations, companies, or other private sectors.
Drawing from my personal interests and academic expertise, I specifically focus on examining public participation from the perspective of profit-driven corporations. In general, public participation in different companies can take various forms, which can be broadly categorised into two types:
1. Data contribution: This encompasses both voluntary and involuntary forms of citizen participation in providing data to businesses or services. For example, individuals may actively contribute by sharing their personal data, such as consumer behaviour information, with companies. Additionally, instances like Google Maps demonstrate passive participation, where users can report inaccuracies in location markers or provide missing information. In either case, citizens play a role in contributing data that helps improve the quality and effectiveness of products or services offered by businesses.
2. Customer behaviour change:
The changing landscape of consumer behaviour has brought about a growing recognition of sustainability within diverse industries. In response, different sectors have intensified their efforts to prioritise sustainable development and transition towards a circular economy. This heightened focus on sustainability is particularly manifested in the emphasis placed on corporate social responsibility (CSR) and the assessment of environmental, social, and governance (ESG) performance.
Notably, companies in these sectors actively promote sustainability as a core value, weaving it into their business strategies and operations. This includes the dissemination of sustainability-oriented messages to consumers, illustrating their commitment to environmentally and socially responsible practices. Moreover, these organisations invest substantial resources in product research and development that align with sustainable principles. By incorporating sustainability into their innovation processes, they aim to meet evolving consumer expectations and contribute to long-term environmental and social well-being.
For example, on World Water Day, L’Oréal actively engages in promotional activities to encourage the consumption of their sustainable products, aiming to increase awareness about water resources and foster sustainable water practices. One of their strategies involves promoting specific product lines that exemplify their commitment to water resource management and conservation throughout the manufacturing processes.
Which engagement with “industry” can you imagine?
When considering the involvement of industries, it becomes apparent that their participation carries both advantageous and disadvantageous aspects, which vary depending on the sector in question. In a broader sense, the adverse consequences of industry participation are predominantly observed in two key areas: environmental deterioration and the excessive gathering or exposure of public data. These negative outcomes warrant attention and prompt the need for responsible practices within industries to mitigate such risks.
When examining industry involvement, it becomes evident that there are both positive and negative aspects associated with their participation, which vary across different sectors. Broadly speaking, the negative consequences of industry engagement are primarily observed in two main areas: environmental degradation and the excessive collection or exposure of public data. For instance, the mining industry often generates significant heavy metal pollution, which poses a threat to ecosystems and human health. Similarly, platforms like Facebook have faced criticism for their excessive gathering of user data and the subsequent targeted advertising practices that may compromise user privacy.
These examples highlight the need for industries to adopt responsible practices to mitigate these negative impacts. It is crucial for companies to prioritise environmentally sustainable approaches, such as adopting cleaner production methods and implementing effective waste management strategies. Additionally, safeguarding user data and respecting privacy rights should be a priority, ensuring that data collection and usage adhere to stringent ethical standards and regulatory guidelines.
Certainly, it is important to recognize that industry participation also has beneficial aspects across different sectors, primarily manifested in customer appeal, research support, and technological advancements. Three aspects emerged in the discussion.
Firstly, industry engagement can result in customer appeal through the introduction of innovative products and services. By understanding consumer needs and preferences, industries can develop and offer solutions that cater to specific market demands. This customer-centric approach enhances customer satisfaction and loyalty, contributing to the growth and profitability of businesses. For example, Apple Inc. is a prominent example of a company that excels in customer appeal through the introduction of innovative products and services. With a deep understanding of consumer needs and preferences, Apple has developed and offered a range of products such as the iPhone, iPad, and MacBook that cater to specific market demands. Their customer-centric approach, user-friendly interfaces, and sleek designs have enhanced customer satisfaction and loyalty, contributing to their success and brand appeal.
Secondly, industry participation facilitates research support. Many industries invest in research and development (R&D) activities to drive innovation and improve their products or processes. Through collaborations with academic institutions, research organisations, and other stakeholders, industries can advance scientific knowledge, address technological challenges, and develop new solutions. This research support not only benefits the industry itself but also contributes to the broader scientific community and society as a whole. For example, Johnson & Johnson, a multinational pharmaceutical and consumer goods company, exemplifies industry participation in research support. With a strong focus on research and development, Johnson & Johnson collaborates with academic institutions, research organisations, and healthcare professionals to advance scientific knowledge and develop new medical solutions. Their partnerships and investments in research contribute to medical breakthroughs and improvements in patient care.
Thirdly, industry engagement fosters technological advancements. Industries often drive technological innovation by investing in cutting-edge technologies and pushing the boundaries of what is currently possible. These advancements have far-reaching implications, ranging from improved manufacturing processes and increased operational efficiency to the development of breakthrough products and services. Technological progress driven by industry participation has the potential to transform industries, enhance productivity, and generate economic growth. For example, Tesla, Inc., an electric vehicle and clean energy company, is at the forefront of industry participation in driving technological advancements. Through its commitment to sustainable transportation and energy solutions, Tesla has revolutionised the automotive industry. Their focus on electric vehicle technology, battery advancements, and autonomous driving capabilities has propelled the industry forward and accelerated the adoption of electric vehicles on a global scale.
Which are the motivations and benefits from those engagements?
Across various industries, it is undeniable that increasing profits is always a primary objective. Therefore, one of the significant benefits of continuous engagement and participation with the public is the enhancement of a company’s brand influence. By actively interacting with the public, companies can establish a strong brand presence and reputation, which can positively impact customer perception, loyalty, and ultimately drive sales and revenue.
For example, Nike actively engages with the public through its marketing campaigns, sponsorships of sports events, and collaborations with athletes. By aligning its brand with sports, fitness, and social causes, Nike has created a strong emotional connection with its consumers, fostering brand loyalty and driving sales.
Additionally, engaging with the public enables companies to gather valuable user data, particularly through product purchases or service consumption. This data can provide crucial insights into consumer preferences, behaviour, and needs. By analysing and leveraging this data, companies can optimise their existing products or services, ensuring they align with customer expectations.
Moreover, companies can identify opportunities for new product or service development, meeting emerging market demands and staying ahead of competitors. For example, Amazon is a prime example of a company that leverages user data to optimise its offerings. Through its sophisticated algorithms and personalised recommendations, Amazon analyses customer data to understand individual preferences and tailor product suggestions, resulting in a highly customised shopping experience.
By actively participating and interacting with the public, companies can not only enhance their brand influence but also leverage valuable user data to improve their offerings and drive innovation. This strategic engagement fosters a symbiotic relationship between companies and their target audience, leading to mutual benefits and sustained business growth.
Which are your desires for industry-connected citizen engagement?
From the public’s perspective, there are several expectations for industry participation in various sectors. Firstly, individuals expect industries to meet their diverse needs, address their pain points, and provide products that offer high value for their investment. This entails delivering goods and services that effectively cater to the specific requirements and preferences of consumers.
Additionally, the public anticipates that industries prioritise corporate social responsibility by creating more sustainable products and reducing their negative environmental impact. This includes efforts to minimise resource consumption, adopt eco-friendly practices, and promote environmental sustainability throughout their operations. For example, Patagonia is a renowned outdoor clothing and gear company that prioritises sustainability. They have a strong commitment to producing environmentally friendly products, using recycled materials, and promoting fair labour practices. Through their initiatives, Patagonia demonstrates a dedication to corporate social responsibility and environmental stewardship.
Moreover, individuals expect industries to safeguard their personal data. Just as users are required to consent to privacy agreements before using products, especially applications, they hope that industries will honour their commitments and protect user information from breaches or excessive promotional use. Building and maintaining trust in data security and privacy practices is crucial for maintaining a positive relationship between industries and the public.
Lastly, stakeholders, particularly those in academic institutions, anticipate industry collaboration in research initiatives. For instance, industries can actively contribute data to facilitate research collaborations, such as in store selection and geographic information planning. By sharing data and engaging in cooperative research efforts, industries can enhance the development of innovative solutions and contribute to scientific advancements that benefit society as a whole.
Overall, the public expects industries to meet their individual needs, demonstrate corporate social responsibility, protect personal data, and engage in collaborative research efforts. By fulfilling these expectations, industries can build stronger relationships with the public, enhance their reputation, and contribute to the overall well-being of society.
Finally, Which challenges and barriers do you see for who?
Challenges refer to difficult or demanding situations or tasks that require effort, skill, or determination to overcome. While barriers are specific obstacles or impediments that prevent progress, access, or desired outcomes. Based on their respective concepts and considering the relationship between industries and the public, challenges primarily exist in three aspects.
Firstly, the challenge of ‘Communication and Cultural Differences’ is closely tied to the barrier of ‘Technical Jargon and Complexity’. If industries don’t make a conscious effort to simplify their language and make it more accessible, the cultural and linguistic differences will only widen the communication gap.
Secondly, the challenge pertaining to ‘Educational Background’ also intersects with the ‘Profits-Driven Unavoidability’ barrier. If industries are only focused on profit and don’t invest in educational programs for the public, it will be hard to bridge the knowledge gap and achieve meaningful participation.
Lastly, ‘Capacity Building’, as a challenge, seeks to address the barrier of ‘Long-term Continuity’. Regular training and skill development programs are necessary to empower stakeholders with the knowledge, skills, and tools needed to effectively participate and contribute to industry engagement activities. Consistent efforts in capacity building can lead to sustained engagement and trust between industries and the public.
On the other hand, the barriers to industry participation and public engagement are primarily evident in two areas. Firstly, in the aspect of long-term continuity: Engaging the public requires sustained efforts over time to build trust, establish effective communication channels, and foster ongoing collaboration. It can be challenging for industries to maintain consistent engagement with the public, especially in dynamic environments where priorities and interests might change over time. Secondly, in terms of profits-driven unavoidability: Industries are primarily profit-driven, aiming to maximise financial returns for their stakeholders. This profit-oriented focus can sometimes overshadow the importance of meaningful public engagement, as industry decisions and actions might prioritise short-term financial gains over long-term social and environmental considerations.
In conclusion, industry participation and public engagement are complex processes with both challenges and barriers that need to be addressed. From the public’s perspective, expectations for industry involvement include meeting diverse needs, prioritising sustainability, safeguarding personal data, and fostering collaborative research efforts. Enhancing brand influence and leveraging user data are among the motivations and benefits for industry engagement. However, challenges such as communication and cultural differences, variations in educational backgrounds, and the need for continuous capacity building exist. Additionally, barriers such as long-term continuity and the profit-driven nature of industries can hinder effective public engagement. Recognising and addressing these challenges and barriers is crucial for fostering meaningful industry-public interactions, promoting sustainability, protecting user data, and driving innovation for the benefit of society as a whole.
In addition, when considering the motivations and benefits of various stakeholders’ involvement in citizen science projects, along with the corresponding challenges and barriers, three pathways emerge for promoting industry and public participation in citizen science projects:
Firstly, industry-driven participation or the development of sector-specific citizen science projects under the banner of corporate social responsibility or environmental social governance: Industries can initiate their own citizen science projects or collaborate with projects already started by NGOs. These can focus on collecting data related to environmental monitoring, product usage, consumer behaviour, and other pertinent areas. By involving the public in data collection and analysis, industries can tap into a more expansive knowledge base, derive insights, and formulate innovative solutions.
Secondly, the provision of resources and funding: Industries can bolster citizen science projects by offering vital resources such as funding, equipment, or expertise. Such support can allow the project to scale, improve data quality, and extend its influence. Furthermore, industries can deliver technical backing or training to citizen scientists, empowering them to efficiently participate in data collection, analysis, and interpretation.
Thirdly, utilising emerging technologies to craft educational initiatives in tandem with citizens that resonate with community development needs: The incorporation of budding technologies, like mobile apps, online platforms, or virtual reality, can aid the genesis of educational endeavours in collaboration with citizens. These projects can address community development imperatives, elevate scientific literacy, and embolden individuals to play an active role in citizen science projects. By weaving in citizen feedback, industries can assist in the design and roll-out of educational schemes that instil a feeling of ownership, inclusiveness, and pertinence within communities.
Overall, the second and first pathways are more commonly seen collaboration methods, while the third pathway holds great potential for expanding the power of crowdsourcing, but it requires further development.
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