“What do you imply now we have to ‘stream’ my grandson’s highschool commencement as a substitute of moving into individual? I don’t even know what meaning.”

“It’s good to assist me do an improve on my five-year-old telephone. And I’m not investing in a brand new one. I’m on a price range, and these items ought to last more.”

“However I’m used to depositing checks and taking out money on the financial institution. I don’t try this stuff electronically.”

 “My physician says I ought to do a digital appointment due to COVID-19. Are you able to assist me with that?”

“I bought an e-mail from my financial institution, and I shared my social safety quantity and account numbers so they might assist me. Is that okay?”

Any grownup baby who has heard these feedback and questions from a mum or dad over 70 is aware of the stress. Serving to growing old mother and father with expertise adoption generally is a time suck in addition to an actual concern, particularly over their safety and price range points.

COVID-19 is making these eventualities much more acute because the high-risk senior inhabitants stays caught at residence. Why aren’t we listening to extra from client and expertise manufacturers about empowering and defending this group? As a substitute, a expertise literacy hole is stopping some seniors from maintaining with their fundamental each day wants—with typically tragic outcomes.

In Ketchum’s Expertise and Social Permission examine, we uncovered a portion of the inhabitants we now name the Expertise Sandwich Technology: mother and father who assist their children below 18 in addition to their growing old mother and father with expertise. What we discovered was that, though the media and plenty of client activist teams have been sounding the alarm for years about children’ display time and safety, few are speaking about a fair greater fear: older folks falling behind and never having the ability to operate in a society more and more depending on expertise.

The priority is actual—83% of the Expertise Sandwich Technology consider that older adults have higher threat of expertise disruption, reminiscent of falling prey to a rip-off or not maintaining with payments. A full 100% present help to their mother and father in terms of expertise. And about one-third say serving to their mother and father with expertise is a burden due to the time it takes.

Much more alarming, the overwhelming majority of the Expertise Sandwich Technology fear that each their children and their mother and father might be victims of expertise points reminiscent of cybersecurity breaches and scams, with 91% anxious about their youngsters’s safety and 87% anxious about their very own growing old mother and father’ expertise use.

It is a big alternative (and threat) for manufacturers who wish to construct belief with each grownup youngsters and seniors. Though communication alone can’t repair services or products flaws that don’t think about the wants of the growing old, it may be a key software to reinforce belief and model loyalty. Concepts embrace:

Creating expertise literacy education schemes for the growing old, in addition to for grownup youngsters in search of to assist senior mother and father
Growing outreach packages particularly for seniors, within the media they devour and with organizations they belief
Alerting customers to rip-off campaigns and offering extra data on how to not grow to be victims, particularly for individuals who haven’t grown up with present expertise
Contemplating senior influencer packages that unfold the phrase to their friends
Updating customer support packages and coaching representatives particularly to assist the growing old, maintaining in thoughts their distinctive challenges and studying curves with newer expertise

You possibly can study extra in regards to the full Expertise Sandwich Technology findings in Ketchum’s news release. As expertise continues to disrupt all components of client life and grow to be much more vital for digital interplay, manufacturers have the chance to contemplate the distinctive wants of seniors and their grown children throughout COVID-19 and past and supply options that assist alleviate the burden and threat. Should you’re fascinated about studying extra in regards to the examine and the way you should use the insights, we’re happy to talk.

The submit How Brands Can Bridge the Senior Tech Gap During COVID-19 and Beyond appeared first on Ketchum.


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