Germany is one of the leading producers and exporters of technology. Technologies “Made in Germany” enjoy great trust and high demand all over the world. When Germans do something, then quality and the promise of benefits are right. So much for the myth. In fact, Germans do not belong to the “early adaptors”, who early switch to new technologies and explore new possibilities. Not least, the diesel affair has shown that reliability is not far off even in Germany’s core discipline, automotive engineering.
The relationship between Germans and new technologies has always been ambivalent and increasingly marked by scepticism. They are quite competent in application and judgement, but at the same time always reachable for critical comments. Today, for example, they are able to resist a major technological project for environmental reasons, while at the same time demonstrating great enthusiasm for technology in the use of cars and smartphones.
In Germany, as a nation of technicians, few people still think that technology solves rather than creates problems. A naive enthusiasm for technology, which is sometimes observed in emerging countries, is unknown here. Germans have learned that new technologies not only increase prosperity, but can also threaten fundamental rights or damage the environment.
Faced with the fruits of digitization, the Germans are showing signs of dissension: Although they primarily expect a gain in convenience, they also fear losing control over their own data. They are afraid of hackers penetrating computer networks and endangering the infrastructure. They have similar fears about topics such as autonomous driving and smart homes.
For communication, this means taking a very close look at how technology-oriented offerings are perceived by the various target groups. Generation Z, for example, born between 1996 and 2011, is one of the largest and most influential consumer groups in Germany. Gen Z is the first generation to grow up exclusively in the digital age. They cope with everyday life mainly with their smartphones, are, in contrast to previous generations, more realistic than optimistic, but have an extremely short attention span. Addressing this target group is a rather demanding task for any market communication.
We have observed the developments in the technology sector and the relevant stakeholders well over the years and know the communicative needs, be it the major technological project, the nursing robot in the hospital room or the introduction of new digital solutions. Are you faced with the challenge of effectively communicating technological changes in the market or in your own organization? Then we can help you.