I feel the same way about the brands that I choose to buy from. I want to access products, services, websites, chatbots, and customer service 24/7 from any device, wherever I’m located, whenever the impulse takes me—and that includes government services.

Like most Millennials and Gen-Zs, I prefer to self-serve rather than pick up the phone. But I also know that sometimes there’s no replacement for having a trained expert handle my issue or case personally. My favourite organisations provide different strokes for different folks—they meet me where I want, and my mum can engage the way she likes, too.

Offering greater choice in response to these customer preferences also means government and business will need to accelerate the implementation of secure digital identities.

And here’s the thing: I’m happy to share my data if it guarantees a valuable, personalised, highly secure experience. But business and government have to get it right: I expect to be marketed to, but I won’t be satisfied with 40% accuracy predicting what I want.

If an organisation has my details, they should impress me with relevant recommendations, personalised communication, and resolution of issues before I even know about them. If they can’t meet that standard, I will unsubscribe and take my business elsewhere.