It’s not that people are changing. Technology is just allowing for a more human way to communicate. When we had to, we grabbed hold of what little human there was in mass communication. There wasn’t a choice. Now that what we can share and consume is more personal, more human, we are gradually growing intolerant of what is not. Brands that want to make it have to get rid of the messaging and learn to speak human.
Of course, I’m only about two years behind in this idea.