BT: Digital natives are fundamentally a new breed

Although it is accepted that the fundamentals of marketing have changed little over the past 30 years, generational differences start to emerge when it comes to being a digital native, according to BT chief brand and marketing officer Zaid Al-Qassab.
“We have more in common across different generations of marketers than differences, but there is a nuance that I can’t make myself a digital native,” he explains. “I wasn’t brought up that way and therefore I do feel I