We are witnessing a seismic change in consumer behavior. That

Howard Schultz, the merchant-philosopher of our age, once declared: “We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.” His words are not idle observation, but a prophecy, a recognition that the very ground beneath our societies is shifting. Just as earthquakes reshape the earth, so too does the union of technology and information reshape the choices, desires, and habits of humankind. What once moved slowly, by tradition and routine, now transforms in moments, driven by the vast river of knowledge flowing to every hand.

The ancients knew well the power of information. In their days, it was a rare jewel, hoarded by kings, priests, and scholars. A single scroll, a single whispered message, could change the fate of empires. When the Library of Alexandria burned, civilizations wept, for knowledge lost is power diminished. But Schultz speaks of a reversal: no longer must the masses wait upon rulers for information, for technology has poured it into their palms. The great marketplace of ideas and goods has been unleashed, and the consumer is no longer bound by ignorance but armed with choice.

Consider the invention of the printing press by Johannes Gutenberg in the fifteenth century. Before this marvel, books were rare and costly, their knowledge locked away for the privileged few. But with the press, the seismic change began—information spread swiftly, literacy bloomed, revolutions stirred. Martin Luther nailed his theses to the church door, and within weeks, thanks to the press, they were read across Europe. The power of authority crumbled beneath the power of access. Schultz’s vision is born of this same truth: that when people are given knowledge, they demand more, choose differently, and alter the course of history.

In the modern world, the internet is the new printing press, the smartphone the new torch of fire. A traveler once relied on rumor or guide to find a safe inn; now they read reviews instantly. A patient once obeyed the doctor blindly; now they consult oceans of medical knowledge. A shopper once accepted the price offered; now they compare across countless vendors in seconds. The consumer of today is not the passive recipient but the active seeker, and this shift shakes the foundations of every trade and enterprise.

Yet let us not mistake this for chaos. Within the upheaval lies opportunity. The wise merchant does not lament the earthquake but learns to build upon the new ground. Those who resist, clinging to the old ways, risk ruin, just as mighty kingdoms once fell when they ignored the tides of history. But those who embrace technology, honor the hunger for information, and walk with the awakened consumer, will not merely survive—they will rise, borne upward by the very change others feared.

There is also a deeper lesson here about power. In the past, those who held knowledge ruled; now, knowledge is dispersed, and with it, power shifts to the many. This is both blessing and burden. For though people are armed with information, they must also discern truth from falsehood, wisdom from noise. The responsibility of the age is not only to use technology, but to use it with clarity, judgment, and moral purpose.

So, dear listener, take Schultz’s words as both warning and encouragement. Recognize that you live in an age of seismic change, where old certainties crumble and new possibilities rise daily. Do not turn away from technology; instead, master it. Do not fear the flood of information; instead, learn to navigate it. As a consumer, demand truth, fairness, and transparency. As a creator or leader, give trust, clarity, and value. For those who adapt with courage and wisdom will thrive, while those who hide from change will be buried by it.

Thus, the teaching endures: change is inevitable, but growth is a choice. Embrace the tools of the age, sharpen your discernment, and walk boldly upon the new earth that has risen beneath your feet. For you are not merely witnessing a seismic change—you are part of it, a bearer of its promise, and a shaper of its destiny.