Even as someone who sits at the tail end of Generation X, embraced computers at an early age and covers business technology for a living, I
often marvel at the Net Generation (or the “Millennials” — those born between 1977 and 1997) and its ability and willingness to publish its neverending stream of consciousness. Where do they get the time? Where do they get the energy? And what effect will this new generation have on the working world?
In Grown Up Digital, Don Tapscott offers some thought-provoking answers. First, he addresses the standard gripes and assumptions about today’s 20-somethings–that they’re dumber as a result of mindless Internet overload, lack critical thinking skills, are adrift in the world and afraid to choose a path, are devoid of solid working ethics and are completely self-obsessed–with solid counter-arguments. Millennials, for example, are actually more connected with their peers than previous generations, as evidenced in the explosion of social media. They are willing to volunteer their time and effort for worthy causes (President Obama’s campaign) and brands they believe in, and are true “prosumers” (a phrase first coined by Alvin Toffler to represent those who add value to a company’s product or service for free, as seen with EBay’s seller ranking system, or a book review, like this one, for Amazon.com). And because of the breadth of information and resources made readily available to them over the Internet, they are more likely to question conventional reasoning than their parents and older co-workers.
All of these traits will have sweeping ramifications for the way companies operate over the next decade: Among other things, Tapscott predicts that firms will focus more on corporate social responsibility, sharing information that may have once been considered too sensitive, and allowing workers more flexibility in how they perform their duties.
To test these theories, Tapscott’s research team interviewed nearly 10,000 people, produced 40 reports and convened a number of conferences to discuss issues surrounding how net-gens operate in the working world. And to further support his earlier theories of the open, networked enterprise, Tapscott pre-published portions of his book online and asked readers to comment. The result is a very detailed study that will surely be valuable to any manager.
A few minor criticisms: At times, Grown Up Digital seems to focus more on the general topics of social media and open collaboration, which are certainly just as relevant to those outside this age group, than on issues related to the net-gens specifically. While Tapscott does devote one full chapter to “The Net Generation Brain,” I would have liked to see more data and analysis on how specifically technology has changed the way younger generations think, ideate and socialize with others. And while Tapscott rightly predicts that companies will have to change their management approach to meet the needs of younger workers, the book was published just before the economic downturn and so does not address the difficulties younger workers will face as companies retrench.
As a side note, I would also like to see more information about the book’s methodology on Tapscott’s web site, While readers can post comments and corrections, why not also post the survey questions, and even some raw data?
These small issues aside, Grown Up Digital provides an excellent window into the mind of the next generation of business leaders. Don Tapscott has produced an impressive piece of research that is worthy reading not just for those who wish to gain a deeper understanding of the Millennials, but for anyone seeking insight into social media and the future of collaboration.