Stefan Pollack has identified the sociological and technological causes of what I believe to be the most dramatic disruption of the relationship between companies and their customers that most CEOs have ever seen. He understands the challenges facing marketers who need to understand that their brands are no longer defined by what they tell people, but by what people say about them—online and off. And he offers essential advice for those who need to understand and make themselves relevant to a new generation of consumers.
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Written by tenured PR professional and president of a Los Angeles/New York PR and marketing firm, Stefan Pollack, Disrupted focuses on the iGen generation, the generation born between 1994 and 2004 (often called Gen Z). In just a few short years, iGen will be joining Gen Y as a majority among digital natives. Their existing consumer behavior represents the upcoming mainstream environment.