Technology is changing society. And the way people behave is shaping (and being shaped by) that technology. Our understanding of, and insight into, this societal change is dependent not only on knowledge of today, but also on an informed vision of tomorrow.
The Amaze Generation are tomorrow’s society shapers. Today’s technological change is part of their lives – it’s unremarkable; they adopt it and change it at will. But how is it changing them and how will they, in turn, change society?
We are following a group of 10-15 year olds (our Amaze Generation) over a period of five years to understand their digital selves. We want to know how they evolve behaviourally, how they interact with digital tools, sites, networks… how tomorrow’s generation will communicate and shape tomorrow’s technology.
The insight we gain through this unique programme is another tool which will help us create the very best solutions for our clients.
The full report detailing our second wave of results from the Amaze Generation study is now available for download here with additional supporting information also available for download.