This generation has a better look at the world than we have. The main question is how can we create things that they will invite us in their lives?e mail is oldfashioned. They are constantly on line. They see marketing communication as transparant and do not get influenced if they choose not to be.They learn on a total different way( see the new literacy), they do not need to know everything. They learn not linear but from their network, and at the last moment. They mistrust the regular news, they first check their peers and their own resources.Thier speed of information is impressive.They will not be bullshitted by anybody. They trust their own intuition. Family is important, and friends are like family.

The Einstein generation is published by Pearson and will be published in English soon. Lecture was made possible by our partner HSMAI