News as we know it will change dramatically in future.

My dad still drives to the local cafe to buy his daily newspaper, but soon most people will read news on their mobile phones. People have less and less time and will opt for convenience and ease.  For myself, I still prefer to read news online. And that is the beauty of society today - choice. In future more content will be available in more formats than ever before.

The internet is already accessible on many devices. In fact, in Africa most people will access the internet for the first time on their mobile phones.  Opera has recently reported a 157% increase in usage of their Opera Mini web browser from March 2008 to March 2009. Nigeria experienced more than 4000% page view growth and 1500% user growth since March 2008. Staggering statistics.

Consumers will become important storytellers through blogs and other social media platforms. They trust each other and their opinions will have a big influence on decision making. I for one, make extensive use of comments on Tripadvisor for travelling choices.

Companies need to take note of this trend and start engaging with their consumers online. At the very least, track online mentions and react to negative comments. Most importantly, sort it out. Consumers will have more respect for you when you address the problem, than just ignoring it.

We are entering the content generation or Generation C - consumers will produce, participate in and share news and information in the connected society. Not only must companies provide consumers with the means to create and distribute content, but also acknowledge deep human needs for control and for exposure.

Get your consumers involved with the design of your goods and services, have them deliver input on your processes, allow them to customise and personalise your offerings. And above all, never underestimate how much creativity is hidden deep down in all of them. Times have changed, so be creative.