Generation I



The third and last in a series of short film clips discussing the trends for our upcoming STRANGE DAYS Trend Briefing SS13. Future Laboratory co-founder, Chris Sanderson talks on one of the key trends: Generation I.

Now that the first generation of digital natives has come of age – and the hauling, hacking, skittering and multi-screening habits we predicted in Generation D have gone mainstream, in true The Future Laboratory style, we turn our attention to what and who are next – those born after 2002.

Like members of Generation D, they are digital natives, but their expectations of the world around them, and the way they interact with it, are entirely different. They are not just active, they are hyperactive in the way they consume and control media. Mobiles come first, phablets next, then computers they construct themselves – and there are still more pieces in the connected, transmedia and platform-agnostic puzzle in which they play.

Prepare your brand for feather-light flexibility, glance-controlled media, wearable technology and borderless sharing – the all-new habits and expectations of the next group of consumers for whom digital is intuitive, which we call Generation I.

For more information on Generation I and LS:N Global’s Spring Summer Trend Briefing 2013: STRANGE DAYS see here: trendbriefing2013.eventbrite.com/

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