In any type of consumerism, there is a definitive socio-economic layer involved. For example, when we talk about the influx of big box stores and their impact on the environment and consumerism, the truth of the matter is that is a type of addictive consumerism that is primarily directed at lower or lower-middle socio-economic groups where the emphasis is on the most “stuff” for the least money rather than luxury brands. Believe it or not, when we talk about luxury brands, the consumerism focus of their marketing is often on middle or upper-middle class socio-economic groups trying to “buy up.” These things are uncomfortable for us to say (and there are certainly exceptions to the generalizations we just laid out), but especially in an ever-stratifying western society marketers are making decisions to appeal to different socio-economic classes. That is just a painful reality. So where does the tech sector lie within this socio-economic scale? How are they contributing to or benefiting from different socio-economic stratifications in their product development and marketing? Today we’re taking a look.
You Would Think that Tech Products Primarily Targeted Upper Middle or Upper Classes
You would think this, naturally, because the price points on almost anything related to tech in any way are so high. But in fact within the tech spectrum, there are products that are specifically targeted at several different socio-economic groupings. The now retired Google Glass is a great example of a tech product that was almost entirely developed to appeal to higher income clients. The glasses themselves were not only expensive, but the lifestyle with which you would benefit the most from owning the glasses was very specific. Google Glass was developed for people who lived a fast pace, high end lifestyle. Buying the glasses was a way to define yourself as part of that lifestyle. You were the type of person who owned Google Glass, and that meant you were on the cutting edge and the type of person who paid top dollar for all first generation technology. Google’s expectation was that the socio-economic demographic for this product would be limited to that.
But there are also examples of tech that are definitively aimed at lower socio-economic groups. Take Cricket Wireless for example. Cricket Wireless is a cell-phone company that makes its primary marketing message one of no-contract. This is specifically designed to appeal to people who may have financial instability that would make committing to a long-term contract with late payment penalties problematic. Technology does not live in the world of upper income only.
Primarily, Technology Companies Leverage the Marketing Technique of “Buying Up” Rather Than “Buying More.”
In most cases, brands and companies using the matrix of addictive consumerism are trying to convince people that the more stuff they buy the more status they have and therefore the “happier” they will be. Tech products generally don’t take that route, and the reason is twofold. Firstly, there is the price point factor. Most people simply can’t afford to buy a lot of “tech stuff.” Secondly, there’s the need factor. How many video game consoles or smartphones does one person need? Often, the reality is that people are only going to buy one of your tech product, so how do you get the most people possible to buy your product? You stick with the myth that “stuff” equals happiness, but instead of that happiness being tied to quantity it’s tied to buying something that upper class individuals who appear to have all of the happiness in the world own. It’s not dissimilar to the luxury brand marketing model. Video game consoles are a great example of this, but a better example is essentially any Apple product that has ever made it to market. Apple’s commercials are unapologetically “lifestyle” commercials, and the lifestyle portrayed is one that the average person would deeply aspire to. Of course, upgrade marketing is at play with just about any tech product as well, but the primary technique is that if you “buy up” to this piece of technology you’ll accomplish the lifestyle associated with it and therefore the happiness you’ve been seeking. Of course, there may be no greater myth around than the “stuff” equals lifestyle equals happiness delusion.
The Sad Truth: Technology Marketing is Widening Socio-Economic Gaps
Here, however, is the saddest part of this. The vast majority of technology products are priced to be bought by upper-middle or upper income socio-economic classes and then marketed to lower-middle and even lower income class demographics with a “buy up, buy happiness” message. This serves to widen the very socio-economic gaps that scare us so much in two different ways. Firstly, for some, the up-priced technology is purchased because of the “buy up” marketing. This stretches finance and credit thinner for people, which escalates socio-economic gaps and financial strains even more. The second scenario, however, is worse. Because most technology products are priced for premium sale, they’re simply out of reach for purchase for an entire socio-economic class. If we’re talking about a video game console or a GoPro, this doesn’t really matter. Those are luxury purchases. But if we’re talking about a smartphone or a computer, this essentially takes information and access to information out of the hands of people who need it most. Essentially, the entire model of technology marketing contributes to further stratifying socio-economic classes.
Technology is Here to Stay, So …
Not only is it here to stay, it’s only going to get further integrated into our lives and become a necessity. As we move society away from a model of addictive consumerism, making technology more accessible rather than using a marketing model that revolves around exclusivity is the answer. We’re not sure what the equation is that gets us to that answer, but we know that it has to be the answer in the end!
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