The live age

Mark Tutssel

Burnett Worldwide

Technology has accelerated the need for spontaneity in marketing communications and Nike and Canon have demonstrated how to serve consumers' expectations of live access to the brand

In an article in the New York Times earlier this year, Dr Larry Rosen, professor of psychology at California State University, wrote: "They'll want their teachers and professors to respond to them immediately, and they will expect instantaneous access to everyone because, after all, that is the experience they have growing up."

He was talking about the generation who are now in their tweens and teens. His sentiments might have sounded unthinkable just a few years ago but, thanks to the phenomenon of shrinking generational gaps, he's absolutely correct. According to data recently published by the Pew Research Center, an unprecedented acceleration in technological change means the number of years that now separate a generation has been reduced to four.