The digital explosion we’ve witnessed over the last 10 years may not be the result of technology itself - the internet and it’s many attendant mobile devices - but an unequivocal demonstration of pent up consumer demand resulting from fundamental shifts in behaviour. The internet and digital devices just happen to be the penultimate media which can, and has satisfied, peoples altered behavioural needs.
WALLED GARDEN TO FREE RANGE:
PASSIVE TO EXHIBITIONIST
BLIND TRUST TO ONLINE ACTIVISM
TELL TO ATTRACT
This ‘new reality’ is markedly different than the fiction many brands continue to speak and live today - the way in which they market themselves to their respective consumer. The digital explosion is a result of an unexploited need and a fundamental shift in behaviour, which until digital remained dormant and inactive.