A great, great piece by Frédéric Filloux, worth both your time and focus.
The digital natives are people aged 18-24, born with Internet and gadgets everywhere.
These are my favorite bits of the must-read article.
About brand trust:
There are notable exceptions, such as brands that are direct components of the digital sphere. Sony and especially Apple, maybe very few others, have gained access to a unique status of blind trustfulness (which, in itself, shows the crucial importance of design and user interface).
About work and hierarchy:
The survey showed that 3/4 of Digital Natives want to be entrepreneurs, not just for the the sake of it, but in order to be relieved from a hierarchy they don’t respect.
The story tells our truth.
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