Digital Humanism – it’s not a BUZZ
How to use new technologies responsibly while driving innovation to ensure SME’s future readiness?
“Move fast and break things”: Is this the smart way forward? The digital present did not come over night, and the wake-up call is loud enough. Now it is time to keep eyes wide open with values firmly in place, shaping the digital future for humans.
Entrepreneurs in the Austrian Trade Organisation (ÖGV), have been dealing with “new technology” since1839. Back then it was steam engines. The principles remained: We integrate new technologies into business practice, we transfer know-how to create innovation, and we base entrepreneurial ventures on values.
Today, artificial intelligence, automation, and data analytics are our steam engines. The tools changed, but technology always brings both opportunity and responsibility. We are at the turning point that blurs the line between human and machine. As a consequence, we have to reshape how we work, learn, consume resources, and how we regulate.
As a starter and inspirational source, we referred to the “Vienna Manifesto on Digital Humanism”. The manifesto, elaborated 2019 by international researchers, is an active call with principles for the successful and active participation in technologies, promoting human rights, inclusion, and democracy.
We transferred this call into the world of entrepreneurship: What does digital humanism mean for me personally as an entrepreneur? Which rules and principles will guide my company’s development in a digital future?
In our Senat4.0, it was clear from the beginning, that we also want to formulate our Manifesto for Digital Humanism, but built upon personal actions. We as entrepreneurs are responsible how new technologies are used in our company.
The process we started wasn’t just a meeting. Over the course of a year, we held participative exchange rounds with members and stakeholders and we had experts giving us insights and theoretical background.
We anchored our thinking in four core themes:
Sustainability – Guided by the Sustainable Development Goals, we committed to balancing ecology, economy, and social well-being. We explored how AI can help us reduce our footprint, embrace the circular economy, and make smarter, greener business decisions.
Work – We looked at the reality of skills shortages and the potential of intelligent technology to fill the gaps – but with people firmly at the center. We want workplaces that are productive and human-friendly.
Economy – We committed to making tech decisions with transparency, accountability, and respect for both competition and sensible regulation. Entrepreneurs shouldn’t just adapt to rules – we should help shape them.
Education – We embraced lifelong learning as non-negotiable. Creativity, emotional intelligence, and digital literacy aren’t “soft skills” – they are the survival skills of the 21st century.
Roadmap to the Manifesto
Out of these discussions came The Manifesto for Digital Humanism for Entrepreneurs – our compass for navigating the digital age.
We handed the manifesto over to ÖGV president Peter Lieber during the reception for the enterpreneur award in spring 2025.
And again: It speaks directly to the entrepreneur because, in the end, we make the choices about how technology is used in our businesses. As the Vienna Manifesto for Digital Humanism puts it:
“We must shape technologies according to human values and needs, rather than allowing technologies to shape humans.”
My sincere thanks to my colleagues from Senat Arbeit4.0 for joining and supporting this development journey:
Gerald Moser
Gerald Zwittkovits
Hannes Dangl
Georg Heinz
Stephan Blahut
