Very soon, those born between 1982 to 2000 will become the mainstream of the young work force. People of this generation were raised in dramatically different times compared to their predecessors. They spent much less time with books, and correspondingly more with computers and increasingly smart phones and other gadgets. Their games have been full of multi-sensory interactive media experience. Their social activity has been increasingly through highly engaging online social networks.
In order to attract and maintain this generation's attention - as workforce, as consumers and as citizens - companies and organizations have no option but to make their content more and more interactive. No one wants long lectures from teachers, boring presentations from bosses, nor pages after pages of insipid web content from web sites. Every kind of content provider now needs to become a dialog creator. They must learn new interactive tools.
Interactivity is not a nice-to-have add-on to content anymore. It is a necessity. It encompasses all walks of digital life, and there is no escape from it. The more we befriend it, the better we master the tools to build it, the more successful we will be in reaching out to all kinds of audiences in the future.