The open internet we’re familiar with is about to undergo several potentially disruptive adjustments. As with any period of change, this one presents numerous challenges and opportunities. Zack Sullivan, Global CRO of Future plc, shares the need for a safer internet and how we can build one for the future.
I see a path forward that leads to a digital future where online content is higher quality, the economics far more efficient, and the overall value proposition less extractive than in the world we currently occupy. Publishers of all descriptions have had to learn new ways to be profitable in the face of changing revenue models and customer relationships during the digital revolution, and we can apply these lessons to future challenges facing the media landscape.Â
We hear daily about fake news and misinformation in our current moment of global tension. Low-quality content often drives clicks and shares due to its contentious nature. The problem not only misleads consumers but also has potentially deadly consequences, as seen with misinformation related to unproven Covid-19 cures.
Content that drives eyeballs doesn’t have to be spurious ‘clickbait.’ Positive news and helpful content can rank just as highly. Publishers can provide a platform and opportunity to influence and inspire people, and encourage positive change through trusted information and advice. Trusted media owners with high editorial standards can build meaningful, mutually valuable relationships with their audiences.
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Publishers, in particular, have developed technologies and insights that enable us to strengthen audience relationships, rely less on non-consensual tracking, and provide real value to all parties. Publishers can be profitable and responsible through investment in technological efficiency, audience relationships, and authentic, transparent editorial quality. Here are some collective actions we can take to build this better digital world:
Take Responsibility for the Planet
This is possibly the most crucial step to ensure a better future. Everyone has a part to play in building a sustainable future for our communities and the planet. If publishers commit to making a positive impact, they can inspire change with their audiences and advertisers.Â
 A key step to undertake is to determine how to measure emissions in your business and report on your progress to stay accountable. The goal here is to reduce carbon emissions. That can be as simple as removing single-use plastic or, if you are a print publisher, move to responsibly-sourced paper.
Shape the Future of the Internet
To combat the current challenge of fake news and misinformation, it is vital to share expert, trusted content. Premium publishers can act as a powerful voice when we use our content to positively influence consumer behavior, and amplify and promote issues. If every publisher took a zero-tolerance approach to misinformation or fake news, it would result in a safer internet for all.Â
It is essential to take an active role in the debate around the future of the internet and make it a safer place. As the first step in this area, look closer to home. Positive changes come out of businesses with great cultures. As leaders, it is vital to build an environment where people can do their best work and create a workforce that reflects the communities they serve.Â
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Be the ChangeÂ
Every development will be welcome in building a new digital landscape. A more transparent internet based on informed value exchange will be healthier for society and consumers and the brands, advertisers, and publishers that are currently scrambling to adjust.Â
There will be challenges along the way, but by working together in the spirit of transparency and responsibility, we can ensure that the future internet is a safer, more responsible environment for all parties involved. Taking on the responsibility to create change is the first step to transformation. It will be better for the long-term health of our society, because how we shape the internet today will shape our future tomorrow.
What aspects of the internet would you want to lead change in, and how? Share with us on LinkedInOpens a new window , TwitterOpens a new window , or FacebookOpens a new window . We’d love to get your take on this!