Grown Up Digital

About the Author

Don Tapscott, a renowned author and speaker, has made significant contributions to our understanding of how technology affects business, society, and education. His work, including the acclaimed book "Grown Up Digital," sheds light on the profound shifts brought about by digital technologies and their impact on younger generations. Tapscott's expertise lies in exploring the intersection of technology and social change, and his insights are often sought after by leaders and policymakers around the world.

Main Idea

"Grown Up Digital: How the Net Generation Is Changing Your World" delves into the unique characteristics and behaviors of the Net Generation, those born between 1977 and 1997. Through extensive research involving over 11,000 young people, Tapscott reveals how this generation, immersed in digital technology from an early age, is reshaping various facets of life. From education and the workplace to consumer behavior and civic engagement, the Net Generation is driving significant transformations. This book offers a comprehensive analysis of these changes and provides valuable insights for adapting to the new digital landscape.

Table of Contents

• Introduction
• The Digital Natives
• The Eight Norms of the Net Generation
• Impact on Institutions
• Consumer Behavior
• Political and Civic Engagement
• Future Directions
• Guidelines for Enhancing Mental Agility
• Marketing Strategies for the Net Generation
• Family Dynamics
• Conclusion

Introduction

Don Tapscott's "Grown Up Digital" begins by setting the stage for understanding the Net Generation. Tapscott, through his meticulous research, paints a vivid picture of a generation that has never known a world without the Internet. This generation's upbringing in a digital environment has shaped their expectations, behaviors, and interactions in ways that are both profound and far-reaching.

The Digital Natives

Tapscott defines the Net Generation as digital natives—individuals who have grown up with the Internet, social media, and digital communication tools as integral parts of their lives. Unlike previous generations, who had to adapt to technological advancements, these individuals were born into a world where digital technology is omnipresent. This immersion has fundamentally altered their cognitive processes, social interactions, and expectations of information access.

"The Net Generation is the first generation to grow up with a digital environment as their natural habitat. They are the first true digital natives." — Don Tapscott

This immersion in technology has fostered unique skills and preferences, such as rapid information processing, multitasking, and a preference for interactive and collaborative experiences. Understanding these traits is crucial for adapting to their evolving needs and expectations.

The Eight Norms of the Net Generation

Tapscott identifies eight key norms that characterize the Net Generation. These norms are essential for grasping how this generation approaches various aspects of life: