Jodie Huang, the manager of consumer insights for Mindshare, says the benefits of new tech are leaving lower income groups behind, and it's not good news for brands.
Courtesy of Jodie HuangIn this opinion piece, he writes that poor people without access to technology are falling even further behind — and this group is often in the blind spot of companies and marketers focused on the next big thing.
Marketers must be aware of the impact their brand has on those on the margins of society, he concludes.Society has always been divided into haves and have-nots, but as technology becomes more important in our everyday lives, those without access to the latest are falling even further behind. Beyond the obvious difficulties of being poor, this group is often in the blind spot of companies and marketers focused on the next big thing.
The benefits of new tech like electric vehicles and cashless payments tend to bypass the underprivileged. Only those who can afford the upfront cost of switching to EVs and solar panels will reap the savings. While more retailers are adopting cashless options to speed things up, 63 million American households are underbanked, without access to the bank accounts needed to use that service.
In an interesting reversal, we see affluent Americans spending less time with media overall — at an aggregate, spending four hours less per week with media across devices. This trend extends to kids from wealthier families who are also spending less time looking at screens. They have more means to go out and experience real-world activities, while screens for the poor serve many purposes from being babysitters to the main source of entertainment.
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