You're talking about a younger generation, Generation Y, whose interpersonal communication skills are different from Generation X. The younger generation is more comfortable saying something through a digital mechanism than even face to face.
Attention deficit is no longer the supposed domain of Generation Y's who were brought up on a diet of social media and new technology. A recent study revealed 65 percent of 55-64 year olds surf, text and watch television simultaneously.
I've had a chance to meet some of my civil rights heroes and, more recently, members of the young generation around [Barack] Obama, people in their teens and twenties who were determined to make history and who were too idealistic to think that what they were trying to do might be impossible. They proved that visionary pragmatism can win over the majority. That comes from a particular place in your heart that generation Y is offering America. They just can't afford to be naive now, in terms of the ferocity of the opposition.
We'll continue to see more and more brands integrate social causes, charitable components and environmental issues as underlying themes to their campaigns and messaging. Humans connect with humans after all, and brands are using this as a point of connection to engage with their audience, especially charity-minded Generation Y.
I’m too young and ridiculous a person to speak for my generation, but I’d be happy to talk about my own experiences as a generation Y writer. I was raised by a generation of hippies. Throughout my childhood, teachers urged me to fight the establishment. My English teacher assigned Ginsberg and Kerouac and declared Bob Dylan “a genius.” My science teacher told me that television was “the new opiate of the masses” and bragged about never having owned one. My drama teacher made us perform Beckett.
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