10. The right to privacy vs.
The need to share
The idea of privacy as
something that is
desirable or in need of
protecting is increasingly
alien to the facebook
generation.
10
12. The right to privacy vs.
The need to share
Fault Lines: Human Resources
Where does privacy end and self-
incrimination begin?
12
13. Separation of Social life
The idea that the bonds we
Vs. online life make in real life are
somehow more important
or real than those we build
while we are online seems
quaint to the facebook
generation.
13
15. Separation of Social life
Vs. online life
Fault Lines:
The places we used to ‘hang out’
Will need to find new reasons for people
to leave their living rooms.
15
16. Full attention vs.
Perpetual multitasking
This is a generation of
multi-taskers. It is not
uncommon to see
students texting,
messaging, chatting,
and taking notes during
classes.
16
17. Full attention vs.
Perpetual multitasking
Fault Lines: School and work
Mounting evidence suggests that multi-
tasking inhibits retention and makes us
less efficient.
17
18. Full attention vs.
Perpetual multitasking
Fault Lines: The dinner table
Families today have very little ‘down
time’ where they can interact as a unit
uninterrupted by outside stimuli.
18
19. Absolute Reality
vs. My Reality
The facebook generation will be
the first to have grown up entirely
in a reality of their choosing.
19
20. Absolute Reality
vs. My Reality
Fault Lines: Politics
Suddenly subjected to new ideas and
viewpoints, people become intensely
polarized and reactionary.
Every issue becomes life or death as our
very values come into conflict.
20
21. Experiencing culture
vs. Creating culture
For previous generations,
others created culture and
we consumed it.
21
22. Experiencing culture
vs. Creating culture
The facebook generation
increasingly expects to be a
part of their entertainment —
or at least helping to call the
shots.
22
27. Passive Audience
vs. Active Participant
Audience as author
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27
28. Passive Audience
vs. Active Participant
The MTV generation The Reality TV generation
Rapid-fire, Quick cuts, Multiple messages, Immersive, Anyone can be famous, Embrace
Sensorial bombardment your 15 minutes, Ironic, Self-aware
28
29. Experiencing culture
vs. Creating culture
Fault Lines: Copyright Law
The gatekeepers of culture are fighting
tooth and nail to keep their various
monopolies.
Lawsuits and crackdowns on sites such
as Youtube are ‘turning our children into
outlaws’ according to Lawrence Lessig.
29
30. Experiencing culture
vs. Creating culture
Fault Lines: Advertising
Advertisers increasingly need
permission to engage with consumers.
Campaigns are built around consumer
creativity or participation rather than
advertisers’ ideas.
30
31. Customization
vs. Personalization
The idea of a typical life or mass
consumption is alien to the
facebook generation.
31
32. Experiencing culture
vs. Creating culture
Fault Lines: Consumer Goods
How does one turn a profit when
producing for an audience of one?
32
33. Tangible Ownership vs.
Ephemeral licenses
The facebook generation
is increasingly comfortable
with virtual objects on
digital space.
33
34. Tangible Ownership vs.
Ephemeral licenses
Fault Lines: EULAs
People used to owning books which they
could loan to friends or games which they
could play anywhere are uncomfortable
with limitations placed on where, when, or
how they can use products they
supposedly own.
34
35. Right to privacy vs. the desire to share
Separation of social life vs. online life
Full attention vs. perpetual multitasking
Absolute reality vs. my reality
Experiencing culture vs. Creating culture
Customization vs. Personalization
Too good to be true vs. Not good enough
Trappings of success vs. Trapped by success
Tangible ownership vs. Ephemeral licenses
36. Conclusion
Increasingly, it is becoming crucial to locate and navigate the
fault lines affecting one’s sphere of influence if one wishes to
maintain relevance.
Likewise, exploiting an opponent’s weakness in these matters
can be the difference between success and failure.
37. For companies, these
fault lines have become
rallying points, around
which powerful new (or
reinvigorated) brands
are being built.
37
38. The fault lines are here. They are affecting our lives
and our businesses now.
The only question left to ask is,
on which side of the divide do
you stand?
