In today’s fast-moving digital world, adapting to technological change is essential—but how people feel about technological change varies widely. While some embrace new innovations with enthusiasm, others are more skeptical, concerned about potential downsides. Understanding these attitudes is crucial for businesses and marketers aiming to introduce technologies that resonate with diverse audiences. Our large-scale international study, which included 7,000 participants, examined how socioeconomic factors and personal values influence optimism and pessimism toward technological advancements across seven culturally and economically diverse countries: the United States, the United Kingdom, Germany, Japan, Italy, Brazil, and South Africa. We found that individuals in emerging economies (notably Brazil and South Africa) were significantly more optimistic about technology’s potential than those in more developed nations. Younger individuals, those with higher incomes, and those with greater educational attainment were also more likely to view technological change positively. However, the most powerful predictor of technology optimism wasn’t demographics or geography—it was personal values. Specifically, individuals who prioritized career growth and social status were far more likely to see technology as beneficial, both personally and societally. This insight is invaluable for brands and marketers seeking to effectively position tech-driven products and services.