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These are just some of the things to consider, and we would love to tackle it more in the 2nd part of these series. Especially since the current situation has proved that working remotely is not only viable, but sometimes better.

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While there are still benefits to having a physical office or venue for work, stubbornly clinging to a full office experience can be detrimental. It also extends to their company framework. Or worse, being late to the punch in creating new categories that appeal to these new humans. This causes a disconnect in their ideas, and might hurt their company in the long run, either by further showing their lack of comprehension. So why is this important? Because some of the biggest companies that are trying to appeal to Native Digitals are being run by Native Analogs. Hence why they think their digital lives and personas are more valuable than their physical ones.

Whereas Native Digitals grew up where technology is a necessity and deeply tied to their daily lives. One major difference is that Native Analogs think of technology as an add-on to their lives, and sometimes even a distraction. ItвЂ™s not just a normal generation stuff where the older generation has different trends than the newer one. Yet it is our strong suspicion that both category of humans does not understand how profound this change is. As time goes on, the gap between the population of Native Digitals and Native Analogs will widen. There are more Native Digitals right now in the United States. Why is this Important? So thereвЂ™s the great AHA. Get this, they make up 140 million Americans. The high end of these folks are around thirty-five today and the low end are as young as six years old. These are millennials and Gen Xers who are born between the early eighties and as recently as the 2010s. The second category are the Native Digitals. They make up approximately 136.8 million Americans. If we are talking about generations, they fall under the Baby Boomers and Gen Xers who were born in the early 80s or earlier. You value your life outside technology, and are one of the categories of human that exists today. Who are the Native Digitals and Native Analogs? If you are 35 and above, you are most likely a Digital Analog. Though the insight that I had that morning after that sunset on the beach was quite interesting. If you are like me, a Digital Analog, itвЂ™s the reverse. That is to say, the photo or video of the sunset is more important than the actual one, because they can show it off to their network. It means that their primary experience of life is within the digital one, and their analog life is secondary. This got me thinking and gave me the idea: these kids are Native Digitals. Which seemed like a waste of a perfectly good sunset, though they did take a picture to post on social media. They were at their phones, talking to their friends or watching something online. While my friends and I are enjoying the beautiful sunset on the beach, the kids were doing something else. Native Analogs vs Native Digitals: Perceiving Reality While having my friends and their kids over one time, IвЂ™ve realized something different. I think it has a profound meaning, and I also think that most people arenвЂ™t paying attention. These native digitals are the first to grow up completely integrated with technology. In this episode, letвЂ™s talk about how these younger folks, 140 Million of them in the United States, are the new category of human.

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Welcome to a two-part series of Lochhead on Marketing, where we talk about Native Digitals and the profound changes they are bringing to the way we live, work, and play. This episode is based on the Category Pirates рџЏґвЂЌв пёЏ Newsletter.