Laggards refer to individuals or groups who are the last to adopt new innovations or technologies. In the diffusion of innovations theory, laggards are characterized by their resistance to change and preference for traditional methods. They often rely on established practices and view new trends with skepticism, which influences the overall adoption rate of new products or ideas within a community.
This group typically represents the smallest segment in the innovation adoption lifecycle. Their adoption is usually driven by necessity rather than enthusiasm—for instance, when a legacy system becomes obsolete, even laggards are compelled to transition. Since they require substantial time and evidence before embracing change, understanding laggards helps marketers and innovators develop strategies that address their specific concerns and foster trust gradually.
Recognizing the distinct behaviors of laggards is crucial for crafting a comprehensive diffusion strategy. Businesses may need to tailor their communication and support efforts to mitigate this group’s reluctance and ensure a smoother transition. By providing detailed information, hands-on demonstrations, and robust after-sales support, companies can gradually reduce resistance and ultimately convert laggards into satisfied adopters.
👉 See the definition in Polish: Laggards: Klienci przyjmujący innowacje najpóźniej