What do an abacus, a calculator and an iPhone have in common? They all represent a decline in learning everyday practices.
Less real world learning opportunities are offered in school today while more Googling anything continues to rise. The latest internet meme revolves around knowing what mitochondria are, but not how to file taxes – or even how to care for houseplants.
Generations Y and Z are all about YouTube and will look up just about anything from how to boil an egg, change a flat tire or French braid hair. In fact, no feat is too small for YouTube. The Wall Street Journal recently reported that America’s Retailers Have a New Target Customer: The 26-Year-Old Millennial. This age bracket, bigger than any other, is pushing companies to revamp marketing and products, including a lot of remedial education.
Being able to follow step-by-step instruction offers more to its user than assuming they know what to do with the product. Companies that offer how-to content are quickly climbing the ladder to the most influential brands.
REI’s loyal customer base is the leading example; they have over 500 in-depth articles and videos. In addition, they also have a LIVE chat feature and Q&A on their website.