Last updated on June 7th, 2024 at 10:11 pm

The 2017 Movie The Circle and Its Reflection on the Future of Small Businesses

I was watching The Circle, a 2017 movie directed by James Ponsoldt and based on Dave Eggers’ 2013 novel on Netflix over the weekend, a movie that presents what could be a dystopian vision of a tech-dominated society. The film centres around Mae Holland (played by Emma Watson), a young woman who lands a job at The Circle, a powerful technology company. The narrative explores themes of privacy, surveillance, and the pervasive influence of technology, that raises questions about ethics and the societal impact of digital innovation. While the movie primarily focuses on individual privacy, its themes made me think about implications for the future of small businesses.

The Tech Behemoth and Small Business Dynamics

The Circle, a tech giant in the movie, symbolises the growing dominance of large technology companies in real life. Just as The Circle integrates every aspect of individuals’ lives through its platforms, real-world tech giants like Google, Amazon, and Facebook have become central to the way businesses operate and reach customers. For small businesses, this presents both opportunities and challenges.

Opportunities:

1. Enhanced Reach and Visibility: The digital platforms provided by tech giants offer small businesses unprecedented access to global markets. Social media, search engine optimisation, and online marketplaces allow even the smallest businesses to reach potential customers far beyond their local communities.
2. Data-Driven Insights: Like The Circle’s sophisticated data analytics, real-world technologies enable small businesses to gather detailed insights into consumer behaviour. This data can inform marketing strategies, inventory management, and customer service, leading to more efficient and targeted business operations.
3. Cost-Effective Marketing: Digital advertising on platforms such as Facebook and Google AdWords can be much more affordable than traditional marketing channels. This levels the playing field for small businesses, allowing them to compete with larger companies for consumer attention.

Challenges:

1. Dependency on Tech Platforms: As small businesses increasingly rely on platforms provided by tech giants, they become vulnerable to changes in these platforms’ algorithms, policies, or pricing structures. This dependency can create significant risks, as businesses may find themselves at the mercy of entities they have no control over.  I’ve seen many complaints about Google changing their algorthms and it tanking websites’ results over the years.
2. Data Privacy Concerns: The pervasive data collection highlighted in “The Circle” mirrors real-world concerns about privacy. Small businesses must navigate ever more complex regulations and consumer expectations regarding data privacy, which can be particularly challenging without the resources of larger corporations.
3. Competition with Big Players: The efficiency and reach of tech giants can also mean that small businesses have to compete with these larger entities on their own platforms. Amazon, for example, not only hosts small businesses but also competes with them directly through its own products.

Surveillance and Ethical Considerations

“The Circle” presents a society where surveillance is normalised and personal privacy is virtually nonexistent. For small businesses, this raises ethical questions about how much data should be collected from customers and how it should be used.

Balancing Data Utilisation and Privacy:

1. Transparent Data Practices: Small businesses must be transparent about their data collection practices. Clear privacy policies and obtaining explicit consent from customers can help build trust and avoid potential legal issues.
2. Ethical Use of Data: Businesses should consider the ethical implications of their data use. For example, while targeted advertising can be effective, overly invasive techniques can alienate customers and damage a brand’s reputation.
3. Investing in Cybersecurity: Protecting customer data from breaches is crucial. Small businesses should invest in robust cybersecurity measures to safeguard sensitive information, thereby maintaining customer trust and complying with legal requirements.  Within the past week there have been reports of Santander bank and TicketMaster data breaches for example.

Innovation and Adaptation

“The Circle” showcases rapid technological innovation and the societal pressure to adopt these innovations. For small businesses, staying competitive in the future will likely require a similar openness to embracing new technologies.

Leveraging Technological Advancements:

1. Adopting E-commerce Platforms: The shift towards online shopping that was accelerated by the COVID-19 pandemic a few years ago has made it essential for small businesses to have a robust online presence. E-commerce platforms can help businesses reach wider audiences and streamline operations.
2. Utilising AI and Automation: Artificial intelligence and automation can help small businesses optimise various aspects of their operations, from customer service chatbots to inventory management systems. These technologies can increase efficiency and reduce costs.
3. Engaging in Digital Marketing: Effective digital marketing strategies, including social media marketing, content marketing, and email campaigns, are crucial for small businesses to attract and retain customers in an increasingly digital world.

Community and Social Impact

One of the critical reflections from “The Circle” is the impact of technology on community and social structures. For small businesses, this translates into the need to maintain their community connections while leveraging technology.

Building Community Through Technology:

1. Local SEO and Community Engagement: Small businesses can use local SEO techniques to attract customers from their immediate geographic area. Engaging with local communities through social media and participating in local events can strengthen these ties.
2. Social Responsibility: Businesses that demonstrate social responsibility and contribute to their communities can build stronger relationships with their customers. This can be achieved through sustainable practices, charitable contributions, and community support initiatives.
3. Personalised Customer Interactions: Technology can help small businesses offer personalised experiences to their customers. CRM systems, personalised marketing, and customer feedback loops can enhance customer satisfaction and loyalty.

Conclusion

“The Circle” serves as a cautionary tale about the potential perils of unchecked technological advancement and its impact on society. For small businesses, the film’s themes highlight the importance of balancing technological adoption with ethical considerations, privacy concerns, and community connections. As small businesses navigate the future, they must leverage the opportunities presented by digital platforms while mitigating the risks and maintaining their unique value propositions in a tech-dominated world. By doing so, they can thrive and contribute positively to their communities and the broader economy.

Despite the reviews online, it’s a film that I would recomend watching, as someone that’s been involved in IT for the best part of 50 years I found it thought provoking.