On 25 January 2016 the BVM Rhein-Main Regional Group invited its members and other interested parties to their regional evening, with the focus on digital natives. The speaker was Thomas Ebenfeld, Co-Founder and Shareholder at concept m.

Digital natives are the new generation who have grown up in the new media world of internet and smartphones. With an average of 5.7 devices with internet capability per person, and an average of over eight hours a day of screen exposure, they have a totally different view of society and culture, and also see consumption, brands and marketing in a different way to earlier generations. concept m has analysed the lifeworld and consumption world of the digital natives in a series of studies, using cultural psychological and ethnographic techniques to identify the specific value clusters of digital natives. Their sense of life is distinguished by the feverish high of multiple options, liquid society, copy-paste sense of identity, desire for islands of stability and other features.

The paper took numerous everyday examples and marketing case studies to show what market researchers and marketing can learn about and from digital natives, and what new requirements arise from this. If you are interested in this topic, Thomas Ebenfeld (thomas.ebenfeld@test.local) will be happy to provide further information.