“Disrupted” Provides Insight into New Consumer-Driven Marketplace by Going Inside the Mind of the Newest Generation of Consumers – iGen

LOS ANGELES, CALIF. (May 15, 2013) – 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.

“Disrupted” calls attention to a quickly changing environment by focusing on “iGen,” the generation born between 1994 and 2004 that will, in just a few short years, be joining Gen Y as a majority among digital natives.  Pollack insists that for brands to be successful in this new disrupted environment, they need to understand how iGen communicates and, since traditional strategies and tactics are increasingly ineffective, brand communications must change to be relevant to, and accessible, by iGen.  “Nearly 20 percent of the world’s population was born after 1994 and they are now coming of age,” said Pollack.  “They voted in their first presidential election in 2012, are on their way to college, and have the entirety of human knowledge on their phones. Our success in the next era is contingent upon our ability to communicate with iGen and earn their advocacy.”

“Turn the page, or swipe the page on your screen and open your mind to the new world you must accept and embrace if you want to remain an effective marketing or branding professional,” said author of the book’s foreword and futurist David Houle.

“Disrupted” is available now online including direct from the publisher at pacificcoastcreative.com, Amazon.com, IndieBound.org and in all major bookstores including Barnes and Noble and Books-A-Million.  To learn more about “Disrupted” and Stefan Pollack, visit the book’s website, www.disruptedbook.com.

About Stefan Pollack
Stefan Pollack is president of The Pollack PR Marketing Group, an integrated public relations and marketing firm with offices in Los Angeles and New York. For nearly 25 years, he has managed clients in many sectors ranging from consumer products and professional services to high-tech and non-profit. He has served as president of the Public Relations Society of America, Los Angeles Chapter and as Chair of the America’s Region Board for The WORLDCOM Public Relations Group, a global partnership of independent public relations firms. Since 2001, he has taught as an adjunct professor at USC’s Annenberg School for Communication & Journalism. Follow his twitter @StefanPollack.

About Pacific Coast Creative Publishing
Pacific Coast Creative Publishing is a Los Angeles based independent publisher that publishes general interest books and ebooks as well as books on social issues under the imprint The Way Things Are Publications and academic books under Pacific Coast Academic. Books published by Pacific Coast Creative Publishing adhere to strict inventory management efficiency standards and so are printed “on demand” via a digital press. Printing per order mitigates waste and complies with environmentally responsible publishing standards. http://www.pacificcoastcreative.com.

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