In this chapter we investigate the role of socio-psychological motivations in accounts of grammatical change. Laboratory and corpus evidence is presented to substantiate the impact of dynamic prestige meanings (associated with non-posh media cool) on the diffusion of the object pronoun hun 'them' as a subject in Netherlandic Dutch. In a speaker evaluation experiment, 185 listener-judges rated speech stimuli with standard and non-standard pronouns on pictures which were the best instantiations, according to a preceding norming task, of the evaluation dimensions old prestige (superiority), new prestige (dynamism), and disapproval. While subject-hun was found to be significantly less superior than the standard pronoun, it was perceived to be no less dynamic. The impact of this dynamic prestige meaning was further investigated on the basis of a dataset of tweets. Regression analysis demonstrated that the preference for hun could be adequately predicted on the basis of production proxies of hun’s social meaning. Taken together, all the available data suggest that the social meaning of hun is a pivotal determinant of its diffusion, viz. its use as a consciously deployed 'stylizer', but also the internal conditioning of its non-conscious use as a pronoun alternative.