The iPod generation looks for honesty, not marketing spin

Chris Halliburton

Generation is Y sharp, cynical and not impressed with the spin of marketing and PR professionals. Unlike previous generations, this one inhabits virtual communities where brand reputations are made and destroyed within the parameters of Facebook, Twitter and specialist chatrooms.

The iPod generation looks for honesty, not marketing spin

Richard Scase

Is the growing dominance of an online business culture an opportunity or a threat for the marketing and PR industries? The shift to B2B and B2C from conventional offline channels offers huge opportunities, but only if marketing and PR experts reinvent themselves. There is still too much complacency among senior marketing professionals who have been brought up in the 'old school' and who are predominantly male, pale and stale.

For too many of them, the online world is a niche. Certainly they regard it as growing and important, but...

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