The millennials are the first generation that prefer digital media over traditional media, like magazines and television. Newspapers printed one or two editions a day and their whole subscriber base got the same news irrespective of individual interests. Millennials today get their news from heavily personalized, mobile portals like Flipboard and Google News.

Cookies and user behavior tracking algorithms mean that Google, Facebook and Twitter “adapt” the content they display to each user’s unique browsing habits and show them results that are relevant to their tastes and personality.

Mass customization isn’t an aberration anymore. Soon it will be as de rigeur as product returns and exchanges. The explosion of social media and the growth of user generated content will only accelerate this process, ushering in new normals in manufacturing.

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