Digital government services have become an essential part of everyday life for millions of Australians, streamlining access to healthcare, financial support, and critical documentation—especially during major life events such as births, marriages, job changes, and bereavement. Yet, as digital transformation accelerates, concerns around data privacy, security, and trust have emerged as pivotal factors influencing whether citizens choose to engage with these services. Understanding and addressing these concerns is now central to the success of government digital strategies, particularly for life-event moments that are often complex and deeply personal.
Recent years have seen a sharp rise in public anxiety over data privacy and security. High-profile data breaches and growing awareness of the risks associated with digital transactions have led to a significant decline in trust in government’s ability to protect personal information. Over half of Australians (52%) have lost trust in the government’s data security, with this figure rising to 59% among citizens under 45. Those in precarious financial situations are even less likely to trust the government with their data, compounding their vulnerability and risk of exclusion.
This trust deficit has a direct impact on digital service adoption. When citizens worry about how their data is handled, their enthusiasm for using digital services—especially for sensitive life events—diminishes. The result is a growing digital divide, where those who could benefit most from efficient, accessible support are often the least likely to engage.
The trust barrier is not uniform across the population. Younger Australians, lower-income households, the unemployed, and those without university education are all less likely to trust digital government services and more likely to report negative experiences or barriers to access. For example:
Data privacy and security are now top-of-mind for citizens. The most common concerns include:
These anxieties are not unfounded. Recent data breaches have heightened public scrutiny, and citizens are increasingly demanding transparency, robust data governance, and clear communication about how their information is used and protected. Without these assurances, adoption of digital services—particularly those involving sensitive life events—will continue to lag.
Artificial intelligence (AI) and other emerging technologies offer significant opportunities to personalise and improve digital government services. The majority of Australians are supportive of the government using AI to improve services, with 55% in favour of extensive usage. However, 94% of citizens expect strong governance and transparency around AI, and nearly half want full transparency into the code behind AI systems. Concerns are especially pronounced among those with recent mental health struggles and those in precarious financial situations.
While many citizens are comfortable with AI-enabled personalisation—such as services that remember preferences or recommend relevant offerings—trust remains key. The main barriers to trust in government digital services are feelings of loss of control over information, concerns around security, and doubts about the ability to fix issues if something goes wrong. Addressing these issues is critical for the responsible adoption of AI in public services.
To close the trust gap and encourage broader uptake of life-event digital services, governments must take a multi-faceted, citizen-centric approach:
Citizens want to know how their data is collected, stored, and used. Governments should provide clear, accessible information about data handling practices, security measures, and the benefits of digital services. Regular updates on progress and proactive communication during incidents can help restore confidence.
Implementing strong security protocols and privacy safeguards is non-negotiable. Limiting unnecessary data sharing between departments, investing in secure digital identity systems, and ensuring compliance with best-practice standards are essential steps. Citizens must feel that their information is protected at every stage.
As AI becomes more integrated into government services, ethical leadership is critical. Governments should adopt clear ethical frameworks, involve citizens in oversight, and ensure that AI is used to enhance—not erode—privacy and agency.
Involving diverse citizen groups in the design and testing of digital services ensures that solutions are responsive to real needs and concerns. Co-designing with vulnerable and minority communities, and providing multiple channels for feedback, can help create services that are intuitive, accessible, and trustworthy.
Targeted outreach and digital literacy programs are essential for bridging the digital divide. Governments should partner with local organizations to deliver training and support, especially for those most at risk of exclusion—lower-income households, rural residents, older Australians, and minority groups.
Not all citizens are ready or able to use digital services exclusively. Providing alternative access points—such as phone support or in-person assistance—ensures that no one is left behind and builds confidence in digital options over time.
Australia’s digital government journey is at a crossroads. The opportunity to deliver more accessible, efficient, and personalized services is immense—but only if trust is restored and data security is prioritized. By embracing transparency, robust governance, ethical innovation, and genuine citizen engagement, governments can rebuild public confidence and unlock the full potential of life-event digital services.
At Publicis Sapient, we believe that digital transformation must be inclusive and trustworthy by design. The future of digital government will be defined not just by technology, but by the strength of the relationship between citizens and the state—grounded in trust, empathy, and a shared commitment to serving every member of society.