What is technology doing to us? For one, consumers are much more inclined to scrutinize the world around them, says Sheryl Connelly, Manager of Global Trends and “Futuring” at Ford Motor
Company. Along with politicians and business leaders, that’s making life a lot more interesting for brand marketers. Also, regardless of tax brackets, technology is making all consumers
“time poor.” According to Connelly, “We all live with time poverty,” which is only being exasperated by mobile, tablets, faster connection speeds, increasingly connected social
experiences, ever more rapid recommendations services… You get the idea. Meanwhile, there are more “things” competing for consumers’ attention. As a result of this increased
competition, there has to be some value proposition involved, Connelly added. In other words, marketers had better reward consumers for their attention, and give them something good in return.
