Alvin Toffler - Future Shock

There is, however, still another, even more powerfully significant way in which the acceleration of change in society increases the difficulty of coping with life. This stems from the fantastic intrusion of novelty, newness into our existence. Each situation is unique. But situations often resemble one another. This, in fact, is what makes it possible to learn from experience. If each situation were wholly novel, without some resemblance to previously experienced situations, our ability to cope would be hopelessly crippled.

The acceleration of change, however, radically alters the balance between novel and familiar situations. Rising rates of change thus compel us not merely to cope with a faster flow, but with more and more situations to which previous personal experience does not apply. And the psychological implications of this simple fact, which we shall explore later in this book, are nothing short of explosive.

"When things start changing outside, you are going to have a parallel change taking place inside," says Christopher Wright of the Institute for the Study of Science in Human Affairs. The nature of these inner changes is so profound, however, that, as the accelerative thrust picks up speed, it will test our ability to live within the parameters that have until now defined man and society. In the words of psychoanalyst Erik Erikson, "In our society at present, the 'natural course of events' is precisely that the rate of change should continue to accelerate up to the as-yet-unreached limits of human and institutional adaptability."

To survive, to avert what we have termed future shock, the individual must become infinitely more adaptable and capable than ever before. He must search out totally new ways to anchor himself, for all the old roots – religion, nation, community, family, or profession – are now shaking under the hurricane impact of the accelerative thrust. Before he can do so, however, he must understand in greater detail how the effects of acceleration penetrate his personal life, creep into his behavior and alter the quality of existence. He must, in other words, understand transience.

His picture was, until recently, everywhere: on television, on posters that stared out at one in airports and railroad stations, on leaflets, matchbooks and magazines. He was an inspired creation of Madison Avenue – a fictional character with whom millions could subconsciously identify. Young and clean-cut, he carried an attaché case, glanced at his watch, and looked like an ordinary businessman scurrying to his next appointment. He had, however, an enormous protuberance on his back. For sticking out from between his shoulder blades was a great, butterfly-shaped key of the type used to wind up mechanical toys. The text that accompanied his picture urged keyed-up executives to "unwind" – to slow down – at the Sheraton Hotels. This wound-up man-on-the-go was, and still is, a potent symbol of the people of the future, millions of whom feel just as driven and hurried as if they, too, had a huge key in the back.

The average individual knows little and cares less about the cycle of technological innovation or the relationship between knowledge-acquisition and the rate of change. He is, on the other hand, keenly aware of the pace of his own life – whatever that pace may be.

The pace of life is frequently commented on by ordinary people. Yet, oddly enough, it has received almost no attention from either psychologists or sociologists. This is a gaping inadequacy in the behavioral sciences, for the pace of life profoundly influences behavior, evoking strong and contrasting reactions from different people.

It is, in fact, not too much to say that the pace of life draws a line through humanity, dividing us into camps, triggering bitter misunderstanding between parent and child, between Madison Avenue and Main Street, between men and women, between American and European, between East and West.

The inhabitants of the earth are divided not only by race, nation, religion or ideology, but also, in a sense, by their position in time. Examining the present populations of the globe, we find a tiny group who still live, hunting and food-foraging, as men did millennia ago. Others, the vast majority of mankind, depend not on bear-hunting or berry-picking, but on agriculture. They live, in many respects, as their ancestors did centuries ago. These two groups taken together compose perhaps 70 percent of all living human beings. They are the people of the past.

By contrast, somewhat more than 2.5 percent of the earth's population can be found in the industrialized societies. They lead modern lives. They are products of the first half of the twentieth century, molded by mechanization and mass education, brought up with lingering memories of their own country's agricultural past. They are, in effect, the people of the present.

The remaining two or three percent of the world's population, however, are no longer people of either the past or present. For within the main centers of technological and cultural change, in Santa Monica, California and Cambridge, Massachusetts, in New York and London and Tokyo, are millions of men and women who can already be said to be living the way of life of the future. Trendmakers often without being aware of it, they live today as millions more will live tomorrow. And while they account for only a few percent of the global population today, they already form an international nation of the future in our midst. They are the advance agents of man, the earliest citizens of the world-wide super-industrial society now in the throes of birth.

What makes them different from the rest of mankind? Certainly, they are richer, better educated, more mobile than the majority of the human race. They also live longer. But what specifically marks the people of the future is the fact that they are already caught up in a new, stepped-up pace of life. They "live faster" than the people around them.

Some people are deeply attracted to this highly accelerated pace of life – going far out of their way to bring it about and feeling anxious, tense or uncomfortable when the pace slows. They want desperately to be "where the action is." (Indeed, some hardly care what the action is, so long as it occurs at a suitably rapid clip.) James A. Wilson has found, for example, that the attraction for a fast pace of life is one of the hidden motivating forces behind the much publicized "brain-drain" – the mass migration of European scientists to the United States and Canada. After studying 517 English scientists and engineers who migrated, Wilson concluded that it was not higher salaries or better research facilities alone, but also the quicker tempo that lured them. The migrants, he writes, "are not put off by what they indicate as the 'faster pace' of North America; if anything, they appear to prefer this pace to others." Similarly, a white veteran of the civil rights movement in Mississippi reports: "People who are used to a speeded-up urban life ... can't take it for long in the rural South. That's why people are always driving somewhere for no particular reason. Traveling is the drug of The Movement." Seemingly aimless, this driving about is a compensation mechanism. Understanding the powerful attraction that a certain pace of life can exert on the individual helps explain much otherwise inexplicable or "aimless" behavior.

But if some people thrive on the new, rapid pace, others are fiercely repelled by it and go to extreme lengths to "get off the merry-go-round," as they put it. To engage at all with the emergent super-industrial society means to engage with a faster moving world than ever before. They prefer to disengage, to idle at their own speed. It is not by chance that a musical entitled Stop the World – I Want to Get Off was a smash hit in London and New York a few seasons ago.