iGen, the new consumer that came of age in 2012, landed in a marketplace environment where the online world and real world are inescapably connected. TV is served through computers; printed newspapers, magazines and books are on the decline; the Internet is omnipresent; and global borders are virtually eliminated. The iGen generation is projected to be the largest and deepest generation gap in history. Our success or failure as marketers is completely contingent on our ability to understand iGen.
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More than half the world’s population is under 30. That means 50% of the world’s population was born after the year 1982. Nearly one in five of the world’s population was born after 1994, and they were born at such an astonishing rate that USA Today called it the next “Baby Boom.” The oldest member of this generation has, as of last year, voted in their first presidential election and many are on their way to college. They don’t know a world without smart phones, have never used a card catalog, consider email antiquated, and have no use for printed books. (Read...
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You may be wondering about iGen, also known as Generation Z, and how they interact and communicate. Stefan Pollack, President of The Pollack PR Marketing Group and the Author of the book,Disrupted, knows just how to reach iGen and the best ways to become a relevant part of their world. I read Stefan’s book and wanted to share his insights with you. Below is our Q&A interview to give you a glimpse into the youth culture of today.
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In the summer of 2012, as I sat around with my colleagues in our conference room one afternoon, we were jolted by an “aha” moment. We realized that the coming of age of the newest generation, the iGen (or generation Z) is right now and that there would be another disruption similar, but different, from the one of the past decade. It was time to hustle and really scrutinize this generation, which turned 18 in 2012.
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Tenured PR and marketing professional, Stefan Pollack’s debut book, “Disrupted—From Gen Y to iGen: Communicating with the Next Generation,” is now available online and in bookstores nationwide. The book spotlights both challenges and opportunities that brand managers, marketers, and public relations professionals face in a consumer-driven marketplace, after the great digital communications disruption of the last decade.
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