Roy H. Williams, founder of the Wizard of Ads Academy, says that the nature of advertising will change in the United States over the next five years. And it is all being driven by demographic changes.

The generation following the Baby Boomers and ascending into consumer prominence now, has a different view of themselves and what they value. They have a 'quiet demand for gritty truth.'

As a result, expect traditional advertising to be less effective in the future. His advice to businesses? Be more real and genuine in your approach to advertising: The new trend in advertising is away from hype and romanticism and more toward facts and truth.'

1. Don't count on prestige brands to be the strength of your identity in the future as they have been in the past. Craft an identity that doesn't depend on the vendor lines you carry.

2. Investigate the values of the new 'upscale' customer of tomorrow and get in step with those new values.

3. Focus less on instant-response, promotional advertising and become the store customers think of immediately when they need what you sell. The new trend in advertising is away from hype and romanticism and more toward facts and truth.

4. Have an informative, user-friendly website that allows customers to learn all the details of your product or service they would have traditionally learned from a salesperson. Don't expect tomorrow's customer to call you or come by your store 'for more information.'

5. Pick an organization or a cause you believe in and support it openly.

6. Speak less often to self-image and prestige as a motivating force in your customer. Believe it or not, people are becoming concerned about a world outside themselves.

Reprinted with permission from Guerrilla Marketing www.gmarketing.com