With changing technology no longer progressing in a linear manner, companies need to anticipate changes in consumer behaviour and utilise data to personalise marketing messages to cater to their customers’ needs. ‘Bring your own device’ rather than ‘this is how we work’ is becoming commonplace and employers need to adapt. Consumers and employees alike can be targeted in a more personal way, but the message here is all about timing. Ultimately, greater connectivity affords greater control: but the challenge is clear. Control over life that is effortless and stressless is the only kind of control that a Connected Nation needs. Watch our video below to see Will Seymour, Senior Editorial Analyst at Future Foundation share his insights on engaging with consumers and employees in a hyper-connected society.