Don’t Get Left in the Dust by Gen Flux

They are fearless, they are tech savvy, they are not stuck in the past, and they are changing global communication. They are Generation Flux (Safian, 2012)!

Unlike Gen X and Gen Y members of Gen Flux can be any age, from any industry (Hughes, 2012).  Gen Fluxers are known for being successful and thriving in our relentlessly chaotic business world (Hughes, 2012). They are innovative and are considered pioneers (Grenningloh, 2012) because Gen Fluxers are changing our business frontiers by embracing change and reinventing themselves along with the ever-changing marketplace and new potentials of communication.

With the chaos and accelerated growth technology is experiencing, Integrated Marketing Communication (IMC) is no longer just an option!  If a business wants to stay alive, it must change with the times…and the times are changing daily! To some people, this is a frightening thought. To others, like the Gen Fluxers, it is exhilarating!

When it comes to marketing, what works today won’t work tomorrow (Morgan, 2011).  In fact, the social media you are using today may not be popular in a few years because newer and more exciting avenues of communication are continually popping up. Take for instance Mashable, ( founded by 26 year-old, Gen Fluxer, Pete Cashmore, when he was just 19 years old (Safian, 2012).  Mashable, Cashmore’s digital news site attracts more than 20 million unique hits per month and has more than 2 million Twitter followers (Safian, 2012).

Cashmore is part of a generation that knows change is inevitable and feels that businesses should embrace it (Safian, 2012).  Think ahead.  How will you market in eight years (Morgan, 2011)?  People love consistency in a brand.  If it stands for something and they feel they know, like, and trust the brand they will come, but you need to be able to reach them.  Peoples’ lives have changed so much because of technology.  Many work from home or are stuck behind a computer from the time they arrive at work until the time they head home—just to sit down at their computer again.

Just as old, established businesses have “structures and processes built for an industrial age” (Safian, 2012), many people are finding the transition to IMC difficult.  For some it is closed-mindedness, for some it is lack of computer skills, for others it is an IT department that is being resistant, and for others it is a question of time management.  But are those valid reasons to hold back your business’s growth?

There was a time when a small, quaint business was successful because people liked it.  Now, that same business can be in danger of becoming obsolete, or beat up online by disgruntled customers because it is not part of a social media network and cannot fend off those attacks.  Social Media interactions are instant, and I believe that Cashmore is being quite prophetic when he says, “You’re going to have businesses rise and fall faster than ever” (Safian, 2012).  I’ve seen it as people have resisted changes in marketing communications.

People like to relay their experiences to one another and they are quite vocal on Facebook. In my town, there are many active groups, discussing local politicians, events, businesses, and restaurants. I’ve noticed the popularity of businesses growing if the owners are computer savvy and can interact with their clients. Everyone in the world wants to connect with others but no one wants to be blasted with advertisements (Morgan, 2011) so that’s why personal interaction with your customers via online sources is so effective.

Another thing that makes business effective is passion, and passion is something Gen Fluxers do not lack.  They also do not hang onto the past as if it is the only hope for the future.  They are forward thinking and forward moving. They are not afraid of being fired or of trying new thngs (Safian, 2012), so this adds to the illusion of their power and mystique.  Cashmore says he doesn’t have any issues about throwing away the past, because if you don’t change, you give other people a chance to catch up to you (Safian, 2012).  Maybe that’s why he and so many of the Gen Fluxers are ahead of the pack, rising to success so rapidly. They embrace change and when you have no fear, it shows.  You don’t need to convince people when they can see your passion (Morgan, 2011).  If you haven’t already, it’s time to let go of your fear, embrace your passion and make some changes.  Don’t get left in the dust by Gen Flux.


Grenningloh, N. (2012, January 22). What PR and Communications Practitioners Can Learn from Generation Flux. Retrieved from Grennimedia:

Hughes, C. F. (2012, May 13). Secrets of Generation Flux. Retrieved from Talent Focus:

Morgan, J. (2011, November 17). Brand Against The Machine – An Interview With John Morgan. Retrieved from Bob Burg Author & Speaker:

Safian, R. (2012, January 9). Generation Flux. Retrieved from Fast Company:

Image by C. Roufs

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