We are leaving our future in the hands of our children as our ancestors have done before us for generations. Our children are looking a bit different from us this time, so what does that mean for the future?

1. Our future in the hands of the
iGeneration
Image taken from ram reddy (Flickr)
By Jared Aronoff

2. The term iGeneration refers to anyone born after 19951*
*although there is some debate over the exact year
Image taken from danielhedrick (Flickr)

3. The “i” can refer to1
• The overwhelming
presence of Apple products
in the lives of this
generation (ie. iPod,
iPhone, iPad, etc)
• Their rising narcissism (as
in, all about “I”)
• Independence, in contrast
with the helicopter parents
of the previous generation
Image taken from Fancesca Lafferty (Flickr)

4. The iGeneration is also known as:
• iGen1
• Digital Natives4
• Post Gen4
• Generation Z1
• And more
There is much disagreement on what is the most appropriate name.
Image taken from TF28Itfaltings.de (Flickr)

5. The name
Generation Z refers
to the iGeneration’s
relation to its
predecessors,
Generation X and
Generation Y
Image taken from Sam Howzit (Flickr)

6. Generation X represents the parents
of most of the iGeneration
This generation grew up with MTV
and the rapid growth of technology
Often shares tastes in music, fashion,
and technology with the iGeneration1
Image taken from singleparents.about.com

7. Technology is very important to the
iGeneration
Image taken from Mervi Eskelinen(Flickr)

8. In 2011…
iGeneration teens (age 13-17) sent on average
more than 3,000 text messages, more than
twice as many as Generation Y (age 18-24)1
Image taken from Peter Dedina (Flickr)

9. Because of the iGeneration’s fascination with
technology, some more traditional media
services are becoming overshadowed
Image taken from Susan E Adams (Flickr)

10. Children’s TV networks (including Disney, Nickelodeon, and
Cartoon Network) are falling out of fashion as kids take a
preference to content from their devices1
Image taken from Loren Javier (Flickr)

11. These devices are significant to the iGeneration
In a 2011 survey of top
brands for children aged 6-
12, the Nintendo Wii was in
the #1 spot above Oreo,
McDonalds, and Disney1
Image taken from Joachim S. Müller (Flickr)

12. The iGeneration is also conscious
about Climate Change2
Image taken from Stephen Thomas (Flickr)

13. And they are expected to put pressure on
corporations to promote Green Products2
Image taken from @Doug88888
(Flickr)

14. The iGeneration is also less trusting of
large corporations and organizations
since the recent economic downturn2
Image taken from vonderauvisuals (Flickr)

15. And are not brand loyal2
Image from captcreate (Flickr)

16. Rather, they judge products
on a more individual basis2
Image taken from Tormod Ulsberg

17. iGeneration kids are more
likely to trust product
recommendations from their
friends or peers than from
television advertisements1
Image taken from sean dreilinger (Flickr)

18. In this way, the iGeneration starts to act
like their own gatekeepers3
Image taken from Dave Gingrich (Flickr)

19. The iGeneration does not care about
carefully crafted marketing
campaigns2, and as a result, advertisers
can no longer count on traditional
methods to reach this generation
Image taken from Jordan.Halliday (Flickr)

20. To sell to the iGeneration advertisers need to
learn how to effectively use social media and
other online tools2; something they have
already started to do.
Image taken from PictureYouth (Flickr)

21. In this way the iGeneration is
demonstrating a major influence on
advertisers and corporations, forcing
them to keep up with their quickly
changing values and attitudes
Image taken from i.images.cdn.fotopedia.com

22. Which makes me wonder….
What will the iGeneration
be doing when they, one day,
are running these
corporations?
Image taken from englishlife.uz

23. Citations
1Bulik, Snyder Beth. “The iGeneration: There’s a Market for That – and It’s a Big, Influential One,
Too.” Advertising Age. 17 October 2011. At: http://adage.com/article/news/igen-influential-
peers-household-buying-decisions/230427/
2Raymond, Art. “Here Comes Generation Z.” April 2012. At:
http://search.proquest.com.proxy.queensu.ca/docview/1441703655
3 Cosgrove, Bill. “Marketing to the iGeneration.” 14 September 2013. DealerNet Services. At:
http://dealernetservicesonline.biz/3/category/marketing%20to%20the%20igeneration/1.html
4Horovitz, Bruce. “After Gen X, Millennials, what should the next generation be?” USA Today. 4
April 2012. At: http://usatoday30.usatoday.com/money/advertising/story/2012-05-03/naming-
the-next-generation/54737518/1
Image taken from Massimo Valiani (Flickr)