Native Digitals, A New Category of Human | Lochhead on Different

The Big Themes:Returning to the office: This isn’t really what native digitals want. Apple employees revolted, as did Google’s, prompting one of the largest technology companies in the world to backtrack.The result of this macro trend: If you are 35 years old or younger you will progressively spend time, energy, and money improving and enhancing your digital life, not your physical life.The stuff business: 140 million native digital Americans and Millennials and Gen Z grew up in an era where they watched how their parents pursuit of “stuff” didn't really lead to anything meaningful.A diamond is forever: This campaign eventually evolved into commercials in the late 1970’s where DeBeers quite literally defines how much a man should spend on an engagement ring. The Big Quotes:“So what's going on here when you're native analog, your primary reality is a physical or analog reality.” “This has profound implications for the way we work, but it's a lot more than just that.” This episode is brought to you by BMC Software.