Bram made an interesting point yesterday: "As I am honest and open about what I do and what I feel there is no way that others can really hurt me."

Whether or not integrity is really going to protect him from all evil, I agree that it will be essential for marketers to drop the fake pretences. If you are selling something, say so. Don't pretend to be the consumer's friend. Admit that you are behaving with more sensitivity than before (using 'word of mouth', 'viral marketing' or 'ambient marketing')  for only one reason; you are venturing deeper into people's private lives  - so you HAVE to be more careful not to offend.

Stelling Minnis from the Centre of Future studies in the UK said: "Some consumers have already developed a built in distrust for outside influences - and we may expect it to become more prominent. However, they will still have to buy things from someone, and brands that operate in a transparent, ethical way will have the best change of selling to this group."