'Plural' Generation Presents Unique Challenges For Marketers - 03/15/2013
Also known as “Generation Z,” “Generation We” and the “iGeneration,” Plurals have witnessed a culture that celebrated excess, and has been through a recession and a fledgling recovery. As a result, this new generation is remarkably realistic about what is achievable, and feel that they must follow the path that will make them personally happy, according to Adam Rossow, head of marketing at iModerate..."
Less focused on materialistic goals
independent-minded and knowledgeable.
first generation of true digital natives
expect ethical standards