In Chapter 7, I think that Tapscott actually got stuff right for once. One thing that he stated correctly was that teenagers don't buy most of their products on line. Instead, we research the product online before buying it in store. We do this because most teenagers don't have credit cards yet, which are required for every online purchase. Unfortunately the person he interviewed to get this information didn't realize that was what happened until his daughter told him, and Tapscott probably didn't know this either.
I had issues with the section on "integrity." I remember seeing earlier in the book how his daughter wouldn't buy roses from companies who used lots of pesticides and chemicals and child labor. He said that Net Geners only buy from "fair trade" companies. This cannot be further from the truth. Many teenagers are obsessed with companies like Holister and Abercrombie & Fitch. Both of these companies have many of their items made in Chinese sweatshops. They also have their employees working in highly "toxic" environments from all the cologne and perfume they spray.
The quote on page 187 could not be more true regarding really annoying ads. Tapscott nailed this on the head. Net Geners want clever ads that tell us the product is out there and gives us a few reasons why we should buy it (humor helps too). A good example of this would be the "Mac vs. PC" ads. As much as I hate Apple, I will say the commercials are very well-done.
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