Technology is a social tool that requires understanding of social and cultural factors for it to be a driver of equality. Failing to incorporate an anthropological perspective into tech design, development and policy risks increasing social inequalities driven by digital exclusion. It also makes it more likely that your product or service will fail. Digital connectivity and data mediate culture, systems and life today. Failing to take into account the importance of “small data” in a world of big data risks boxing people into categories of belonging which inaccurately represent their lives, hopes, fears and desires in this world.