Digital Natives – Myth, threat or opportunity?

Sitting down with digital natives, and reviewing the current thinking, Richard Waring of Catalyst Market Research provides insight.

The term ‘Digital Natives’ was coined by Marc Prensky of Harvard and Yale nearly 15 years ago to describe the emerging generation who have not had to adapt to digital. Supposedly it’s wired into their DNA from birth – the iGeneration. If that’s not you, then you’re classed as a digital immigrant, worrying whether you and your business is adapting fast enough. Darwin never said ‘the strongest survives’, what he said was ‘the most adaptable to change survives’.

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