The Net Generation has arrived. The children of the baby boom, aged 12-29, are not only the largest generation ever -- they are the first generation to come of age in the digital age. The new digital media, particularly the Internet, are at the heart of a new youth culture and a new generation who, in profound and fundamental ways, learn, work, play, communicate, shop, and create communities very differently than their parents. For the first time in human history, children are an authority on a central innovation. This generation lap is leading to far reaching changes in commerce and in every institution in society. There is no issue more important to strategists, marketers, business leaders, educators, and lawmakers than understanding this new generation.

How are they beginning to transform the marketplace? The brand? Advertising? Marketing as a whole? How do they play differently? How are they changing entertainment -- from the toy industry to Hollywood? How will they play differently as adults? As this huge wave of youngsters enters the workforce, how will they impact the nature of the firm, management, and corporate strategy? What are the implications of the new generation for education, lifelong learning, and for a knowledge economy? Don Tapscott, author of ten widely read books (upcoming: Wikinomics: How Mass Collaboration Changes Everything) including the bestseller Growing Up DIigital: The Rise of the Net Generation, shares insights from his syndicated program The Net Generation: A Strategic Investigation.