Quick Hit: Our Digital Future

My fianceé sent me this link today; I think it’s a fantastic article about how future generations will view digital and the web in general and well worth a read because it envisages not unlike National Trust Strategy how things will be in 2020.

I won’t re-write the article but this is the basic introduction or follow this link to the whole article! Happy Reading!

Are you ready for the connected generation?

The rise of Generation C, Roman Friedrich, Michael Peterson and Alex Koster, Strategy + Business, Issue 62, Spring, 2011. pp55-61.

The ‘C’ in Generation C stands for connected, communicating, content-centric, computerised, community-oriented, always clicking. It’s the generation born after 1990, whose whole reality has been shaped by the Internet, mobile phones and social networking. This is illustrated in a great introduction that provides a future snapshot into the life of a 20-year-old in 2020.

The authors’ thought-provoking message is that increasingly sophisticated technologies and a new generation of tech-savvy people entering the workplace will have major implications for organisations in terms of how their business operates and the nature of work.

Key messages

  • Generation C people have owned handheld devices all of their lives and often use them for up to six hours a day. They have mobiles but prefer sending texts. They use their computers for social media such as instant messaging, Facebook and YouTube.
  • The boundaries between work and personal activities will become increasingly blurred over the next decade, with 24/7 mobile and internet connectivity the norm.
  • This has huge implications for the nature of work and working. Organisations need to look at more flexible working, changes to hierarchical organisational structures and a move to more virtual work communities, often operating out of different countries.
  • Not surprisingly, the authors suggest that telecoms is the industry likely to be most affected, but they also highlight the impact on other sectors such as healthcare, where consumers will have access to more information on diagnoses and treatments, and social media will be used for medical research.
  • Organisations need to start thinking now about the strategies they will adopt when Generation C enters the workplace by 2020, and should see the changes not as a threat but as a means to increased organisation success.
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