There is a new generation of potential franchisees and they are looking for a franchise model that has evolved substantially from the traditional model. These digital natives are looking for a collaborative business that embraces technology and the digital space, a business which has core values that cover far more than the profit bottom line. Values are those that understand that each franchisee is a local business and that, although they are part of a national brand, they have local power and it needs to be fed with marketing messages that resonate locally, and sponsorships that benefit the community while promoting the brand in an inclusive manner – not a shout.