Einstein Generation wins the Marketing Literature Award, New look at Experience economy runner up.This book describes a new generation, generation Einstein. They read news as journalists, they watch films like movie directors. They look at advertisements as marketing people. This positive smart generation requires a whole new approach. Jeroen Boschman will speak the 15th of february in a joint production of HSMAI and EE.

Reports on youth are often negative, as if they won’t have motivation and are lazy. 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.

Book published in dutch by Pearson