Once upon a now, in a land called everywhere, there lived the digital natives. They lived their lives in their digital world and they consumed massive amounts of content.
Their appetite was insatiable and they swiped and clicked and liked and friended and unfriended and posted and messaged and tweeted all the day long (and long into the night). Beneath their bedsheets their faces took on the ghostly glow of their constant digital companion.
One day, a digital native woke up and, in a trembling voice, said: “I’m tired, my eyes hurt, my head’s full, I can’t compete in this world any longer.” He slowly and deliberately lay down his phone and walked into the analogue world. The rest of the digital natives looked on in shock and then posted the news.
“I need something more,” he thought to himself. “I want to touch, feel, smell my content. I want to put it down, pick it up, fold it and put it in my back pocket.”
Then, as if by magic, a letter dropped onto his doormat. He bent down and picked it up. He touched it and smelt it. “How on earth did they know I lived here?”.
He ripped open the envelope greedily and read. The letter spoke to him like a kind, helpful friend and when he had read it once he folded it and put it in his back pocket. Throughout the day he read and re-read and showed it to his friends.
He could not wait for the next morning and prayed another letter would arrive.
The Digital Native:
- Generation Z (born 1995 – 2013)
- Consumes 10+ hours of internet per week
- Able to multi-task across five screens
- Daily activities peak at 27 hours due to multitasking
- 32% more likely to trust information in print vs digital
Cut through the digital noise by targeting younger audiences with a beautiful direct mail pack.