Generation Z will forever be known as the first true digital natives. They will never know a non-digital world, and thrive in the always-on environment of digital communications. Known for their plugged-in nature, teens seem to be natural born multitaskers with the ability to text, talk, work, and walk simultaneously without crashing head first into a street pole.

Yesterday - 10/21/15 - was a big day in pop culture. It was the day Marty McFly traveled to in "Back to the Future Part II." A lot has been written about what the movie got right about today's technology. Movies, books and video games can all tell the story of the future. Thinking about what story they are telling, and how that might shape the way people think, is an interesting exercise.

Millennials have taken a lot of flack in recent years for being a self-indulgent generation, absorbed in themselves and their digital devices. They've been a challenge to workplace managers, governments, and marketers alike, as their generational attitudes and behaviors are often misunderstood. As a result, companies are excited to start talking and selling to Gen Z, who are generally hailed as a realistic, conscientious, hardworking group. While these characterizations are true, Gen Z, like every generation before them, also displays traits that worry their elders and will challenge marketers afresh.

Since Apple announced the capabilities of iOS 9, there's been a lot of discussion about ad blocking technology. At the recent Advertising Week in New York, ad blockers were a hot topic, with many creatives arguing that this technology is "absolutely a good thing" for the industry.

"TV is dead." "No one listens to the radio anymore; especially teenagers." "These are tech-savvy kids who got their first tablets at 2 years old and have no idea what a DVD is." "There's no way teens are reading magazines." Or at least that's what many in the marketing world would have us believe. In today's teen marketing world, the focus seems to immediately go to digital and social.