The word “internet” is 30 years old, the actual networks even older. Email is nearly 40 years old. We now live in a world where professional-and-parenting-age adults have never known a World Without Web. But what has the impact been? This generation—and the internet user population as a whole—is consuming content in wildly different ways. Each new experience immediately sets new expectations for the future, creating a snowball effect. This session will look at that snowball, try to demonstrate quite how enormous it truly is, and discuss how DITA content helps us address a new crop of user expectations. We will look at how the true scale of changes in culture and expectations that impact communication, real-world scenarios where user and products will operate differently and why DITA is ideal to address the new challenges.