# Intentional tech · Consumer Trends 2027 · Zorraquino
> Technology is no longer admired for its power but judged by its values and its consequences for people, favouring more transparent, human developments.
URL: https://www.zorraquino.com/en/trends/consumer-trends-2027/intentional-tech

![A man with a bionic prosthetic arm is helped by another man in a bright room.](https://cdn.sanity.io/images/0w1142l8/production/4d41fae581fb7bd0e0bd06db50034c5ac6bce77f-2400x1602.webp/a-man-with-a-bionic-prosthetic-arm-is-helped-by-another-man-in-a-bright-room.webp?w=1600&q=85&auto=format&fit=max)

Social trend 02

# Intentional tech

1. [Consumer Trends 2027Home](https://www.zorraquino.com/en/trends/consumer-trends-2027)
2. [Trend 01Value of imperfection](https://www.zorraquino.com/en/trends/consumer-trends-2027/value-of-imperfection)
3. [Trend 02Meal snackification](https://www.zorraquino.com/en/trends/consumer-trends-2027/meal-snackification)
4. [Trend 03Skill economy](https://www.zorraquino.com/en/trends/consumer-trends-2027/skill-economy)
5. [Trend 04Perpetual engagement](https://www.zorraquino.com/en/trends/consumer-trends-2027/perpetual-engagement)
6. [Trend 05Infinite collecting](https://www.zorraquino.com/en/trends/consumer-trends-2027/infinite-collecting)
7. [Trend 06Agentic robotics](https://www.zorraquino.com/en/trends/consumer-trends-2027/agentic-robotics)
8. [Trend 07Ancestral remix](https://www.zorraquino.com/en/trends/consumer-trends-2027/ancestral-remix)
9. [Trend 08Luxury survivalism](https://www.zorraquino.com/en/trends/consumer-trends-2027/luxury-survivalism)
10. [Trend 09Business beyond death](https://www.zorraquino.com/en/trends/consumer-trends-2027/business-beyond-death)
11. [Trend 10Fleeting megalomania](https://www.zorraquino.com/en/trends/consumer-trends-2027/fleeting-megalomania)
12. [Social trend 01Post-ownership living](https://www.zorraquino.com/en/trends/consumer-trends-2027/post-ownership-living)
13. [Social trend 02Intentional tech](https://www.zorraquino.com/en/trends/consumer-trends-2027/intentional-tech)
14. [Social trend 03Adaptive belonging](https://www.zorraquino.com/en/trends/consumer-trends-2027/adaptive-belonging)
15. [Social trend 04Multi-stage living](https://www.zorraquino.com/en/trends/consumer-trends-2027/multi-stage-living)
16. [Social trend 05Climate by default](https://www.zorraquino.com/en/trends/consumer-trends-2027/climate-by-default)

Intentional tech

Technology is no longer admired for its power and is starting to be judged by the values it embodies and its consequences for people, favouring more transparent and human developments.

Trend axes

- Responsible AI
- Ethical systems
- Meaningful tech
- Digital wellbeing

Some figures

70%

Of people believe technological innovation is moving too fast to be properly managed, according to Edelman.

55%

Of users believe tech companies do not design products with their mental wellbeing in mind, according to the American Psychological Association.

40%

Share of executives who see technology-related reputational risk as one of their main strategic concerns, according to Deloitte.

68%

Of organisations have built digital ethics policies into product and service development, according to Capgemini’s AI & Ethics Research report.

## A new technology contract

In little more than a decade, technology has structurally changed everyday life, from production systems to the ways we relate to one another. Yet that same rollout has shifted attention from what technology can do to the conditions under which it does so and its effects on people.

This shift introduces growing friction into the innovation cycle. The speed of development clashes with demands for control, regulation and accountability that slow down implementation and force companies to rethink processes. Technical capability is no longer enough to secure adoption: projects are postponed, redesigned or never reach the market when they fail to meet certain social and ethical standards.

In parallel, there is a tangible change in user behaviour, as people make practical decisions such as dropping services, choosing providers more carefully or even voluntarily limiting their use of technology and digital tools. Technology is thus no longer accepted as an automatic improvement and is instead assessed case by case, based on its real impact.

In this scenario, companies are starting to reorganise accordingly. Building in design criteria from the outset, creating internal oversight structures and integrating governance frameworks show that the issue is now structural.

What is emerging is not a one-off transformation of technology; it is a broader renegotiation of its terms of legitimacy in today’s society.

## Cases

01 / 07

## Capability is not judgement

The pervasiveness of technology forces us to rethink not only how tools are developed, but the criteria under which they are integrated into deeply diverse social, cultural and organisational contexts. Now that the question of whether technology should be present in these spaces has been settled, it is essential to establish the terms on which it coexists with what it cannot replicate.

Intentional tech Capability is not judgement As AI-driven automated systems gain precision and scale, the tension intensifies between operational efficiency and the need to preserve room for human judgement. Delegating decisions speeds up processes, but it also shifts responsibility and dilutes the ability to read nuance. In sectors where the consequences are direct, such as health or education, this becomes especially critical.

In this context, organisations face a less visible but more structural challenge: integrating technical capabilities without eroding their identity or internal culture. Here, the advantage will lie not in adopting advanced tools but in combining them with forms of leadership able to translate complexity into understandable decisions. This means rebalancing timelines and priorities and making room for deliberation, listening and building shared meaning.

Far from simplifying the environment, technological development makes it more demanding. The greater the capacity to intervene, the greater the need to deliver tangible value: solving things better, offering concrete usefulness and reinforcing what genuinely improves people’s experience.

Zorraquino spotlights

1. 01  
Technological legitimacy has become a condition, not a consequence. It is no longer enough for a solution to work; it must be acceptable within demanding social and regulatory frameworks.
2. 02  
Innovation is no longer a linear process; it has become a constant negotiation between speed and responsibility, where moving forward means taking on structural friction rather than avoiding it.
3. 03  
Trust works as an invisible structure of the tech market. When it erodes, it damages reputation, halts adoption, makes development more expensive and constrains growth.
4. 04  
Technological automation does not remove the need for judgement. The greater the ability to delegate decisions to systems, the greater the responsibility to define their limits and oversight.
5. 05  
The differentiator lies not only in technical sophistication but in the ability to integrate it without losing the human dimension on which relationships, care and decision-making are built.
6. 06  
We are witnessing a redefinition of technology’s role in society: from an engine of progress to a system whose validity depends on its ability to serve people without replacing what is essential.

Zorraquino playlist

- Mi PCJuan Luis Guerra · 1998
- Harder, Better, Faster, StrongerDaft Punk · 2001
- La Vida Es Llena de CablesSeñor Coconut · 2008

[See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2027/playlist)[Listen on Spotify](https://open.spotify.com/playlist/16F0xiupype1stR6dvDcfH)

## More on the trend

### References

- [2024 Edelman trust barometer](https://www.edelman.com/trust/2024/trust-barometer)
- [Stress in America™](https://www.apa.org/news/press/releases/stress)
- [Tailored solutions for Risk, Regulatory & Forensic](https://www.deloitte.com/global/en/services/consulting/services/deloitte-forensic.html)
- [El humanismo tecnológico: Qué es y cuestiones éticas al respecto](https://mobileworldcapital.com/trends/el-humanismo-tecnologico-que-es-y-cuestiones-eticas-al-respecto/)
- [Humanismo tecnológico: la verdadera ventaja competitiva en la era de los algoritmos](https://www.elcorreo.com/economia/humanismo-tecnologico-verdadera-ventaja-competitiva-era-algoritmos-20260709102508-ntrc.html)
- [Transformar la tecnología desde la necesidad educativa](https://telos.fundaciontelefonica.com/transformar-la-tecnologia-desde-la-necesidad-educativa/)
- [Prego Has a Dinner-Conversation-Recording Device, Capisce?](https://www.wired.com/story/prego-has-a-dinner-recording-device-capiche/)
- [Heineken® launches “The Clinker” at this year’s Coachella, to spark new connections between fans with a simple ‘cheers’](https://www.theheinekencompany.com/newsroom/heineken-launches-the-clinkerat-this-years-coachella-to-spark-new-connections-between-fans-with-a-simple-cheers/)
- [AI DEVICE TURNS YOUR MENTAL HEALTH DATA INTO A LIVING GARDEN](https://www.yankodesign.com/2026/02/10/ai-device-turns-your-mental-health-data-into-a-living-garden/)
- [“Pill Guardian”: el pastillero inteligente que lleva la salud a la España rura](https://www.marketingdirecto.com/creacion/campanas-de-marketing/pill-guardian-nuevo-pastillero-inteligente-vml-health-aritium-servier)
- [Favorecer la autonomía o preservar la memoria: las aplicaciones con propósito de Gemini](https://www.reasonwhy.es/actualidad/google-gemini-aplicaciones-proposito-inteligencia-artificial)
- [This Bot Takes Action Against Digital Image Manipulation Crimes](https://lbbonline.com/news/Bot-Image-Manipulation-Crimes-O-Boticario)
- [“Espejismo de Igualdad” visibiliza los sesgos de género de la IA](https://controlpublicidad.com/campanas-publicitarias/espejismo-de-igualdad-visibiliza-los-sesgos-de-genero-de-la-ia/)
- [Maggi lanza un asesor de IA para las ‘mammies’ africanas](https://ipmark.com/maggi-lanza-asesor-para-mammies-africanas/)
- [@lucialovesromeo](https://www.instagram.com/p/DQzr05NDESn/)
- [There’s hope in hard questions](https://claude.com/hard-questions)
- [Lego incluye a los ni ñ os en la conversaci ó n sobre la IA](https://controlpublicidad.com/sostenibles-la-esg-de-las-marcas-a-examen/lego-incluye-a-los-ninos-en-la-conversacion-sobre-la-ia/)
- [Visa and Marcel present: The feathered lamb](https://france.publicisgroupe.com/visa-and-marcel-present-the-feathered-lamb/?lang=fr)
- [Así es la novedad que ha introducido Zara en sus etiquetas](https://www.expansion.com/empresas/distribucion/2026/07/07/6a4beb57e5fdea695e8b4585.html)
- [This shirt is like an AI invisibility cloak](https://www.fastcompany.com/91595636/this-shirt-is-like-an-ai-invisibility-cloak)
- [El exoesqueleto pediátrico ‘Explorer MB’ podrá utilizarse fuera del ámbito clínico tras obtener el marcado CE](https://www.elconfidencial.com/salud/2026-09-28/exoesqueleto-pediatrico-explorer-mb-1hms-1svm%5F4433745/)

Pages 54–85 of the report

[![A man wearing a Palestinian keffiyeh pulls a cart loaded with luggage along a dirt track.](https://cdn.sanity.io/images/0w1142l8/production/27338cea9c6f5ac6c714b29689b203205f51bdf3-2400x1598.webp/a-man-wearing-a-palestinian-keffiyeh-pulls-a-cart-loaded-with-luggage-along-a.webp?w=1600&q=85&auto=format&fit=max)](https://www.zorraquino.com/en/trends/consumer-trends-2027/adaptive-belonging)

Next trend · Social trend 03

[Adaptive belonging](https://www.zorraquino.com/en/trends/consumer-trends-2027/adaptive-belonging)