La República is one of the most important economic and financial newspapers in Colombia. Núria Vilanova published an article in this newspaper called “Digital natives revolutionize communication”, in which it shared some reflections on the new digital native generation and how brands and organizations should know their habits, motivations and environment so that they can reach them.
“The world is witnessing a silent revolution that is changing the communication parameters, relationships between different generations and brand communications. It is an unstoppable movement that overcomes borders, which is characterized by the first generation of digital natives. These are the young people born between 1994 and 2009 that grew up with the internet and for them technology is more than a tool: it is a philosophy for life. These young people, known as Generation Z, are right now leaving universities and are entering into the labor market. Knowing their distinct features are key for those who have a passion for communication, companies and educators.
In Spain as well as Latin America, digital natives possess new social, labor and consumption profiles. They make relationships that alter the status quo in terms of employment, purchasing/leisure and associations. The challenge for companies and universities is tremendous. They should adapt quickly to the needs of this population group for whom the world is too small. Technology is their ally, which is shown by young people always having platforms like Snapchat, Instagram, Vine, Twitter and FB open in their smartphones or tablets.
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If you would like to read Núria Vilanova’s entire article in La República, you can do so here.