Why is it important to consider public values?
The digital transformation offers opportunities, such as gaining more insight into your (potential) audience and connecting with this audience. However, there is also another side; the software used to gain these insights or connections does not always take the interests of the user into account.
Software that is primarily driven by commercial interests usually does not prioritize public values, such as privacy, autonomy, and transparency. Users of these platforms are both consumers and a source of revenue.
What are public values?
PublicSpaces is an organization committed to a digital ecosystem built on digital values. As a partner, we follow the definition of their manifesto. This manifesto states that software that meets public values includes the following components:
Open
- The software ecosystem is equally accessible to every person, network, or organization.
- The software ecosystem operates independently of influence from governments, commercial, or other political forces.
Transparent
- The technology used is fully transparent and verifiable.
- The governance of the software ecosystem is fully transparent and verifiable.
Responsible
- Users are verifiable, and the origin of the content can be fully disclosed.
- The software ecosystem guarantees the best possible form of data protection – both for the content and the users.
- The software ecosystem does not store or own any personal data of its users.
- The governance of the software ecosystem is bound by statutes that ensure it is independent of commercial or political influences.
Sovereign
- Users are not products – the well-being and autonomy of users always come first.
- Users have full control over their personal data, their content, and their interactions.
User-Centric
- The software ecosystem employs ‘privacy by design’ as a core design principle. This means that privacy aspects are considered during the development of products and services.
- The software ecosystem avoids so-called 'dark patterns,' tricks used by software designers to manipulate users into behavior they did not intend.
And further...
The manifesto is still evolving, says PublicSpaces: ”In 2023, we want to start the discussion on whether additional values should be added to the manifesto: for example, the impact of digitalization on the ecological sustainability of our planet; social sustainability, or maintaining or improving the well-being of people now and future generations within the limits of our planet; and, of course, we must explicitly include diversity and representation in our manifesto, as we unfortunately still need to emphasize that everyone matters and everyone should be able to participate.”
How can you ensure public values are part of your digital strategy?
In an ideal world, you would want a software provider to meet all the above conditions. In practice, this is not always possible, but what can you do? We are happy to give you a few initial tips.
3 tips to get started with public values
Be aware of alternative options
Are you looking for a new provider or want to revise (part of) your software? Compare the manifesto with the software solution and investigate to what extent it meets those public values. PublicSpaces shares in this overview how different software solutions perform on the five public values. Weigh which values are most important for each situation. For example, if you are looking for a CRM, you will store your data in the cloud. It is then extra important to look at the points under the heading responsibility.
Ask where the servers are located
We increasingly use cloud solutions. These are online solutions you use, for example, via the browser. Often a CRM, planning, or ticket system is a cloud solution. It seems as though this software does not use a server. However, this software cannot exist without a physical server where the (audience) data is stored.
Often these servers are rented, with the largest providers being Microsoft Azure, Google Cloud Platform (GCP), and Amazon Web Services (AWS). It is important to ask where these servers are located. This is the physical location where your data is stored. Often, the servers or backups of data are on servers in America, where regulations differ from those in Europe. Want to know more? Read the article by NOYB on the importance of European regulations versus American ones.
If you have the option to choose a hosting provider, there are also providers that operate based on public value principles.
Take the PublicSpaces kitchen test
Really get started? Take the digital kitchen test at PublicSpaces. This methodology provides an organization with insight into the extent to which the software (tools) used within an organization meet the values outlined in the PublicSpaces manifesto. Tip: You can also use it during the procurement process. By pre-assessing the software application against the Digital Kitchen Test, you can determine whether the application's values align with those of your organization.
Want to know more about public values?
PublicSpaces is the go-to address for information. Their goal? Founder Geert-Jan Bogaerts explains: “Our first goal is that by 2026, all privacy officers, CTOs, and ICT buyers of public organizations in the Netherlands are aware of alternative digital tools based on public values, enabling them to make well-informed decisions to choose these ethical alternatives.” The manifesto and the kitchen test help with this.
DEN and public values
At DEN, we also consider public values in our software. This does not mean that all our software currently meets these values. Sometimes it takes time to replace certain software, such as an email program. Or we cannot avoid it because it would hinder collaboration with other parties. Where possible, we incorporate the values from the PublicSpaces manifesto, such as when purchasing new software applications.
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