As Millennials make their mark, and with Generation Z coming up quickly behind them, intergenerational research has become a thing -- and it’s something we all need to pay attention to. The implications for marketers are obvious, as the buying behaviors of digital natives are much different from older generations, and that’s where much of this type of research is focused.

Closer to our world, there’s a different set of needs to understand, namely around how digital natives use communications technology in the workplace. Compared to consumer behaviors, the research on that front is fairly thin, and even less well understood is how digital natives will behave when moving into decision-making roles for these technologies. That area should be of intense interest to collaboration vendors, as the buying criteria and the decision-making process will likely differ with this cohort from older generations.

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