As digital technologies facilitate the growth of both new and incumbent organisations, we have started to see the darker sides of the digital economy unravel.
But what do young people who grew up with the internet think about this development? Our research with 400 digital natives – 19- to 24-year-olds – shows that this generation, dubbed “GenTech”, may be the one to turn the digital revolution on its head. Our findings point to a frustration and disillusionment with the way organisations have accumulated real-time information about consumers without their knowledge and often without their explicit consent.
Revolt on the horizon? How young people really feel about digital technology by Dr Mike Cooray and Dr Rikke Duus