In recent years, we marketers have tied ourselves closely to the tech industry, doing our part to fuel its rise. It seemed like a safe bet. The tech world was powerful, influential and cool. It was defining the future.

But these days, the world’s love affair with technology seems to be waning. Yesterday’s saviors are today’s threats—accused of being anti-competitive, addictive and destructive to democracy. In short, a backlash seems to be brewing.

So what does all of this mean to marketers? If this backlash comes to fruition, could we end up caught in the blowback? What should be we doing to prepare for this eventuality?

To answer these questions, we first need to take a closer look at the backlash itself.