The ‘IWWIW’ generation?

"I definitely think [technology] is a divider," Jane Buckingham told Rachel Abramowitz at the Los Angeles Times, "and it's something that will continue to be a divider. If you don't text message, if you don't twitter, it will change your day-to-day reactions. I don't think [technology] is horrific and negative. At some point, technology will become so integrated into our lifestyles, we won't notice it, but right now we feel its presence a lot." Buckingham is founder and head of The Intelligence Group, which interprets the consumption interests and patterns of Generation Y for marketers (who pay $2,500 a head to listen to her), the Times reports. That's a key point I'd like to highlight here: We parents notice technology; our children really don't. We know when we're online. Our kids do, yes, in that they're using a tech tool to communicate or socialize, but they don't make the distinction we do between online and offline. They don't think about it as they socialize. So right now, as Jane Buckingham says, "technology is a divider" between the generations. I disagree, though, that it will continue to be for the very reason that it is being "integrated into our lifestyles." It won't be a divider between our children and their children when they have them. Something new will divide those generations, I suspect. Kind of like something else Buckingham talks about, which I think divides us and our kids: the access they have to things, each other, info, etc. Buckingham's "mantra" for our children's generation, Abramowitz reports, is "I want what I want. I want it when I want it. And I want it how I want it," or "IWWIW," the acronym at the top of Buckingham's PowerPoint presentation. Kind of depressing, when you consider that's what marketers are paying big bucks to hear so they can go out and create advertising messages for our children that "say" our product/service will satisfy those very "legitimate" consumption needs. (I think I'm sounding very old. Maybe it's the turn of the year.)


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