Why we need to rip up the rulebook when it comes to marketing to the iGen

Ofcom's recently released report shows that TV viewing figures for the under 25s have fallen by a quarter, while they only fell 5 per cent for 55-64 year olds over the same period. 
Under 25s  – millennials and the Generation Z/iGen  – have been brought up with greater social mobility and the independence to use media and communicate wherever and whenever. Marketing is now a two-way conversation and marketers are not always fully in control, which is exp