If you are asking what is scrutiny is? Here is a definition from free dictionary:
1. A close, careful examination or study.
2. Close observation; surveillance.
This digital generation is defined by being scrutinizers. Don Tapscott in his book, Grown Up Digital: How the Net Generation is Changing Your World, states, “The Net Generation knows to be sceptical whenever they’re online. When baby boomers were young, a picture was a picture; it documented reality. Not so today. ”Trust but verify” would be an apt motto for today’s youth. They accept few claims at face value.” One example of this is the “evolution” video. You can watch it below. .
This video became a viral video overnight. It shows how anyone with the right tools can become a model. The problem for Net Geners is the video showing transperancy from Dove soap, is also owned by a company called Unilever. Unilever is the company who also owns a little body wash company called Axe. I am sure you have seen either their products or their ads with highly sexual and exploitative images of women. This struck a nerve with this Net Generation and this campaign turned into a mockery for company online.
How to work with these scrutinizers?
Don Tapscott in his book, Grown Up Digital: How the Net Generation is Changing Your World, shares the secret to reaching this age group, ” For anyone wanting to reach this age group, the best strategy is candor. They should provide Net Geners with ample product information that is easy to access. The more they have scrutinized a product, the better they feel about purchases, especially ones requiring a large financial or emotional investment.” You have to be open and honest with this digital generation. Allow room for comments and critiques.
How have you worked with this scrutinizing generation?