Digital natives lead way to an ‘unselfie’ New Year

Digital natives lead way to an ‘unselfie’ New Year © Glowimages – model used for illustrative purposes

Digital natives lead way to an ‘unselfie’ New Year © Glowimages – model used for illustrative purposes

“Our generation doesn’t send Christmas cards”, asserted my 30-year-old daughter when I complained about writing them. She followed up with, “I’ll be sending an e-card like last year”.

Whatever your position about handwritten Christmas cards versus e-cards (I’m in both camps this year), you’d have to admit that for most, it’s not so much about having a physical item or possession that counts.

In a digital age, we no longer need to possess an object to give and receive cards, listen to music, to watch videos or to read a book. Things are disappearing right before our eyes, as the dematerialization of society escalates.

Young people view ownership and the act of consumption as far less important today than being part of the perpetual feedback loop of social media and online personas, reports a paper published in the Journal of Consumer Research.

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