Going forward, it will be possible for brands to be friends, in a far more meaningful and hands-on fashion than today. However, in a world where people are always connected, most will put up safeguards to prevent themselves being constantly intruded upon.

Only brands that consumers trust and have a relationship with will be granted access.

We are entering an era of truly “on demand” media. Increasingly the power is shifting to consumers who are more actively controlling what they watch and when. As consumers become more hands-on, they’ll expect more opportunities to interact and participate in their experiences with brands.