The first time I heard the term “net geners” was while reading a review of the book Grown Up Digital: How the Net Generation is Changing Your World by Don Tapscott. Both the term and the title of the book caught my attention.

I have been a speaker for years on digital media, digital content, online distribution and other similar topics. In the mid to late 90s, I was talking to audiences (primarily publishers and advertisers) that were my age or older who did not understand the “rush to digital.” The internet was interesting and mainly about information. Some were starting to see the benefits to operational efficiencies. But for the most part, there was a resistance to accept where the world was headed. Over time, these same audiences were finding their businesses changing - broadband was more accessible, platforms were appearing that made the internet instantly accessible, and content and products were moving online - FAST. Online became a driving force in many businesses, in great part because of the market movement.

For many years, I have used my kids as examples of a generation that treats digital technology and the internet like a knife and fork - they are simply tools. Through my kids eyes, I saw how very different the world was to them. They have never known a world without the internet. As we entered the new millennium, something happened - something powered by this new generation. These kids began to enter the workplace, began to have buying power, and began to drive a cyber-culture that has resulted in the explosion of social media. Tapscott likens technology for this generation to be like air, necessary but invisible. Now the generation that was changed by technology was maturing and starting to change the world.

Net Geners assume and demand continual, constant access to the internet, information and to each other in some digital form. Whether via social media sites, texting, chat, video conferencing or some new emerging technology. I am sure it will be familiar to some of you when I say that my son finds email terribly old fashioned and inefficient. If I want to get in touch with him, the best way is to text him. He may never read my email. This constant contact and broad global access has brought down borders and created the first truly global generation. According to Tapscott, this generation is one of the most multiracial and tolerant.

Another characteristic of this generation that differs greatly from previous generations is that they are far more adept in a technology driven world. Tapscott says this has produced a “generation lap” where the younger generation must guide and teach the older generations. This is also creating a confident generation.

Constant access has also produced a more engaged audience. Where television created a passive audience, the internet has created a more active one. Net Geners are more pro-active seeking out the news that interests them - reading daily blogs, multiple publishing sources, and often leaving comments and passing on the information (e.g., links). The internet as a tool is, in fact, more than a tool to this generation. It is a place to congregate, create communities; it is even a tool for social action. Because we are becoming a fully immersed digital society, Net Geners have developed an entirely new set of social skills.

So what does all this mean? Tapscott identifies eight norms that bring together this net generation:

1. Freedom - they expect and demand freedom, choice and variety.
2. Customization - they demand the ability to express themselves and customize their purchases or even parts of their life, like their jobs.
3. Scrutiny - having been exposed to so much for so long, Net Geners are more likely to scrutinize information they encounter. They will also eagerly call out a hoax or perceived deception. Honesty and openness is a driving force.
4. Integrity - increased scrutiny leads Net Geners to demand integrity and honesty from those they interact with. They will forgive mistakes but not dishonesty.
5. Collaboration - Net Geners have grown up collaborating. In fact, many need to collaborate where previous generations often worked along and reported results. Collaboration goes beyond teamwork and moves toward co-creation. 
6. Entertainment - this generation loves to be entertained on-demand. The line between work and play has become blurred.
7. Speed - this generation has been accustomed to speed. Access on-demand. Immediate connections, broadband connections. They want to connect with speed and they in turn expect answers, decisions and fast results.
8. Innovation - Perhaps one of the best outcomes from a fully immersed digital generation (and increasingly, society) is a constant flow of new products and technologies. Net Geners expect change, constant improvement and are engaged in helping create it. 

Net-Geners will certainly alter the world - with both practical and social change. If we look at the eight norms listed above and align them with a globally interconnected society, it is apparent that change will come faster and be driven by a more savvy and informed community. Innovation is becoming borderless. Net Geners expect to and will have a say - in political, social or commercial arenas. The sooner we understand and adapt, the sooner we can tap into it. By understanding who they are and what drives them, we can determine the best way to engage. We will be able to respond with the same global view and in a way that answers the need for speed. And the smartest will be able to use these Net Geners to improve, evolve, and innovate across markets.

Stayed tuned for my next installment. I will be writing on how to successfully measure the impact of social media.

You can follow this series on my blog, or the EQi Services facebook page or connect via twitter @lesliehughesny. I would love to hear what you think.