Eight Norms of Net Generation

Don Tapscott - Grown Up Digital

The Eight Net Generation Norms

Freedom in everything they do- from freedom of
choice to freedom of expression
They love to customize, personalize.
They are new scrutinizers.
They look for corporate integrity and openness when
deciding what to buy and where to work.
The Net Gen wants entertainment and play in their
work, education and social life.
They are the collaboration and relationship generation.
The Net Gen has need for speed.
They are the innovators.

Freedom
Freedom to choose- study, work, shopping,
entertainment.
Flexible hours and compensation based on
performance and market value not time in
office.
Willing to travel and venture in challenging work
Mobility is the buzz.
Own work- entrepreneurial spirit is enabled by
technology.
Education access to knowledge and different
medium

Scrutiny
Ability to distinguish the facts not at face value
Spam, phishers, inaccuracies, hoaxes, scams and
misrepresentations
Trust but verify
Consumer research available online
Corporates are increasingly getting visible in public domain.
Strategies should be built on good products, prices and
values
Increasing employee scrutiny of the companies
Information Net Geners leave on social media in turn
results in their scrutiny

Integrity
Honest, transparent, considerate and abiding by
commitment, have tolerance.
High level of information access- expect companies to be
honest and transparent to customers, employees and
communities.
Companies have to gain trust
Market place transactions are influenced by social media.
Their confidence results in misgivings in older generationself centered, narcissistic, gambling addicts, lack social and
stable relationships.
Net Geners download content for free integrity issues?

Collaboration
Contribution of ideas by all; use online tools to
communicate
Natural collaborators, relationship generation.
N-Fluence networks- discuss brands, companies
products and services
Culture of collaboration- work and marketplace
Willing to be part of knowledge ecosystem, test
product prototypes.
Co-creation with companies in areas of product
design

Entertainment

Time for work and fun merged

Enjoying in what they do for a living
Work should be intrinsically satisfying
Play online games and social media connect.
Multitask and interactive entertainment
Fun while using a product- challenge to
companies
Learn to minimize distractions while doing work
that requires deep thinking.

Speed
Infrastructure for digital bits to Mbps to Gbps
Swift Response time from interactions
Items delivered in hours/days compared to
weeks/ months earlier
Working in conventional office is tough
Slow decision making

Expect fast career progression, continuous

feedback
Stress due to connected world- saturation,
tiredness and no peace

Innovation
Raised in culture of inventions
Short product lifecycles
Innovation thrives in work processes that
encourage collaboration and creativity- rejects
command and control types
How to tap the ideas and foster innovation as
culture is important paradigm.