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This digital native population is now a consumer force to be reckoned with — one that has largely grown of age in a world dominated by the rapid rise of technology, globalization and macro issues such as war, global warming and worldwide recession.

The Drum, in association with Bauer Media, has been discussing the findings with agencies to understand how they and the brands they represent are meeting Joanne Springdale horny challenge of engaging with this complex, fascinating new audience. It is how we naturally think about audiences, tending to look for meaningful historic moments.

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