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             Are we evolving at such a high rate of

             change that generational schemata

             become irrelevant?

            Anne M. Schüller and Alex T. Steffen just released their   with smartphones, tablet computers, Facebook & Co.,
            book “Fit for die Next Economy: Sustainable with the   and there are 30-year-olds who almost completely re-
            Digital Natives”, which is currently only available in Ger-  fuse the web. Some 50-year-olds are more skilled in
            man, but got my whole attention, since it made me un-  dealing with digital tools than a 20-year-old. So, let’s
            derstand the so-called “digital natives” a bit  better.   put it this way: "There is no digital native", rather a con-
                                                                 tinuum of being digitally fit and unfit.
            The demographics gave the Millennials the names Y
            and Z, although they do not call themselves so, and   Y and Z follows Alpha?
            such names are of course only auxiliary constructs,
            because not all people born in an arbitrarily selected   If you ask, who are the generations Y and Z, here are
            period can be pigeonholed. Nevertheless, lived events   the essential characteristics in a nutshell:
            in early life are formative and generate a common so-
            cial character, together with group conformism.         Generation Y (GenY) includes all age groups be-

                                                                    tween plus / minus 1980 and plus / minus 1999,
            What the authors highlight is the fact that Millennials do   and has grown up with the World Wide Web that
            not rebel against the old, and makes them so ‘different”   exists since the 90s - so this age cohort is very fa-
            compared to the transformation generation of the 68s.
                                                                    miliar with digital applications.
            Laid-back they simply make new, hence, wonder about
            digital transformation, since they live long ago in a digi-
                                                                    Generation Z (GenZ) includes all age groups be-
            tally transformed cosmos and adapt to working worlds
            when they create them.                                  tween plus / minus 2000 and plus / minus 2019,
                                                                    depending on the source. They were born into the
                                                                    age of social networks that have existed since the
            I myself, don’t really believe in the distinction between
            digital natives and digital immigrants – probably, since   beginning of the new millennium and are often
                                                                    called Internet natives, as digital applications reveal
            there are many among the old folks who are very active
                                                                    themselves usually intuitive.
      12            October 2017 - Programmatic & Native Advertising
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