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Disrupted is an exploration of the nature of the era born during and after the great marketing communications disruption of the last decade. Foreword by Futurist Davide Houle. It provides strategic insights on how brands can find their way this new consumer-controlled environment. Written by tenured PR professional and chief executive of the Los Angeles/New York PR and marketing organization, Stefan Pollack, Disrupted focuses on the iGen era, the generation given birth to between 1994 and 2004 (often called Gen Z). In simply a few short years, iGen will be becoming a member of Gen Y as many among digital natives. Their existing consumer behavior represents the upcoming mainstream environment. Disrupted insists that brands need to comprehend how iGen communicates and change brand communication to be relevant and accessible by consumers since traditional strategies and practices are becoming obsolete. Pollack asserts brands must gain trust with iGen by listening and becoming fluent in iGen's language and practices, conversing through two-way genuine and authentic communication, and delivering on brand claims.
