If you’re trying to market something, anything at all, and you feel like what you’re doing is a whole lot less effective than it used to be, you’re not alone. All the talk seems to be about fragmentation and digital. And, while that’s important, we may be overlooking a more fundamental issue: Our customers have changed. And I’m not talking about millennials here. Okay, they’re part of it, but I am so tired of hearing how “different” they are—it’s like marketers think they’re a newly evolved species.