I've heard it said that we (those over 35) are "immigrants" to the technological culture, meaning that we came from a world that existed before we were all glued to our electronics. The people younger than us are "natives" - they've had a cell phone in their hands, a computer on their laps and an Ipod in their ears for their whole adult lives (or longer).
If you're looking to establish your brand to these folks, I suggest that you read the following article. It's one of the best ones I've come across. The author puts a definitely positive spin on this digital generation's earnest dislike of the hard sell and gives alternative means to making friends with them on their turf.
6 Pro Tips for Marketing to Digital Natives
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