How 'Hand-Me-Ups' Connect Generations & Challenge Marketers
Posted by meredith on 07-27-2009
Last week on PSFK, we learned the tech term: "hand me up," a phrase pointed out by Wired's Bruce Sterling to describe the trend of younger generations handing off their slightly outdated, recently replaced tech products to parents or other older family members.
The name aside, this role reversal isn't exactly a new trend. We know Gen Y-ers, especially students, are early adopters of technology driven by their core developmental, academic and social needs. Meanwhile, their Boomer parents may never see the benefits of owning or updating certain gadgets (mp3 players, laptops, etc.) until watching and learning what they're missing. Case in point, the ripple of iPod Shuffles and Nanos I saw gifted to or bought by friends' parents in the years following the first wave of mass adoption. It's this same credibility and strength of opinion that's earned Millennials high level of influence over household items both tech-related (wireless routers, DVR systems, etc) and non-tech alike.
We've also seen this intergenerational dynamic translate into teens and 20-somethings' nomination as the de facto tech support at home and in the office. An authority belied by recent studies on a generational lack of software skills and search-related critical analysis. Though I wonder if these studies undervalue the intuitive knowledge and persistence that Gen-Yers do possess — that's helped to build up their reputation and self-confidence. Those existing sensibilities could act as an entry point for how libraries and information technology courses address the cause of the gap between "Macgyver-ing" a tech solution and explaining how exactly they got to that point. A boon to both the hand-me-up exchange and reverse mentorship opportunities.
For marketers, what's important to take away is that the gadgets or some related counterpart Millennials purchase (or get their parents to purchase for them) will most likely end up in the hands of their parents, grandparents, etc. A reality that to me suggests we'll be seeing a lot more co-marketing efforts along the lines of the "twentysomething tested, parent approved" messaging at play in Microsoft's "Laptop Hunters" series (Ad Age reg. required). Ypulse readers, what do you think?
Categorized under: Hardware & Software
