Disney’s Digital Divide

“Life is composed of lights and shadows, and we would be untruthful, insincere, and saccharine if we tried to pretend there were no shadows.” - Walt Disney

Perhaps the personification of imagination + hard work + innovation, Walt Disney created an entertainment empire that today spans from the far moons of Tatooine to Triton’s underwater kingdom. The Walt Disney Company has used technology to bring us decades of joy on the screen and in person. Just ask my thrill-ride lover - aka: my 8yo son - how cool it was to soar on the back of a banshee on the Avatar Flight of Passage ride at Animal Kingdom.

In the enchanting realm of Disney where magic meets technology sits another #StrategyIRL learning regarding the digital divide that often goes unnoticed amidst the spectacle of fantasy and wonder. Disney's technological advancements have undeniably transformed the visitor experience, blurring the lines between imagination and reality. As I recently wrote about, from immersive VR rides that transport guests to far-off galaxies to mobile apps that streamline ticket purchases and dining reservations, technology has become an integral part of the Disney magic and customer experience.?

However, this digital integration presents a double-edged sword, highlighting ‘light and shadow’ disparities in access and participation with roots in factors such as income, age, and technological literacy. While the House of Mouse dazzles visitors with cutting-edge innovations like virtual reality (VR) experiences and mobile apps, delivering tech-enabled experiences presents challenges in how those experiences are consumed.?

As Walt said himself, it would be wrong to pretend this divide didn’t exist.

At the heart of the issue lies what I define as a distinction between consumers’ passive and active tech consumption. Disney excels at delivering audiences captivating passive tech experiences, where visitors can sit back and let the magic unfold before them. Just think about the CGI effects in your favorite Marvel, Star Wars, Pixar, and Disney movies… or how the rides modeled after them bring delight. As a consumer, we passively consume the technology imagineers applied to create our experience.

However, to access these experiences increasingly requires active tech consumption, where visitors must understand and use more advanced tech to engage. Basic tasks like booking amusement park tickets or ordering food require us to be digitally versed and active. Herein lies the ‘shadows’ of an increasing divide.

Bridging this digital access divide will only get harder as technology development exponentially accelerates. Age is one factor that I witnessed as a factor in limiting active tech consumption. While younger generations may effortlessly adapt to new technologies, older visitors (including my father-in-law, a Disney World-visting loyalist for decades) may struggle to navigate complex digital interfaces or unfamiliar devices. This generational gap widens the accessibility chasm, leaving older guests feeling alienated or excluded from the full Disney experience. Even my mom, a proud wearer of an Apple watch and someone in love with her mobile devices, prefers to not take her grandkids to Disney World alone anymore since it’s too overwhelming for her to navigate everything required on the app.

As a 40-something year old myself who honestly admits that my Excel skills have waned compared to the abilities of recent college grads, I take my recent Disney experience as a call to action. As individuals, we must continue to actively consume (embrace and evolve with) technology or be left behind.?

No doubt addressing a digital divide globally requires multifaceted approaches that encompass both technological solutions and social initiatives. Investing in digital literacy programs, for example, can empower underserved communities to navigate the digital landscape more effectively. (This alone though doesn’t necessarily address the widening financial or other chasms that underpin the divide.) In the pursuit of technological innovation, Disney must not lose sight of its commitment to creating magical experiences to enchant and inspire guests of all backgrounds for generations to come. After all, true magic lies in the ability to bring joy and wonder to everyone, regardless of their access to technology.

In the case of Disney World, the park still takes steps to bridge the gap by offering alternative options for those who may struggle with digital interfaces, such as telephone and in-person assistance for reservations. How long those alternatives will last is unclear. Should I someday (in the very far future!) want to take grandkids to the parks, however, the onus is also on me to keep pace and actively embrace digital tools even if alternatives exist.?

We as experience consumers need to channel some of the iconic Disney characters like Rapunzel in Tangled when she says, “Venture outside your comfort zone. The rewards are worth it.” If we don’t, we risk the guidance from Laverne in The Hunchback of Notre Dame coming true when she warns that “life's not a spectator sport. If watchin' is all you're gonna do, then you're gonna watch your life go by without ya.”?

While the widening digital divide poses challenges to companies and consumers alike, our individual commitment to continuous learning and embracing tech is a bridging start. From automated experiences to AI, our willingness to move from passive to active tech consumption will commensurately unlock improved experiences “to infinity and beyond!”

NBG Strategy Consulting helps clients “Do. Or do not. There is no try” (Yoda) in designing and aligning operating frameworks that embrace technology to increase employee and customer engagement in service of growth goals.?