Historians often assume that they need pay no attention to human evolution because the process ground to a halt in the distant past. That assumption is looking less and less secure in light of new findings based on decoding human DNA. People have continued to evolve since leaving the ancestral homeland in northeastern Africa some 50,000 years ago, both through the random process known as genetic drift and through natural selection. The genome bears many fingerprints in places where natural selection has recently remolded the human clay, researchers have found, as people in the various continents adapted to new diseases, climates, diets and, perhaps, behavioral demands.A striking feature of many of these changes is that they are local. The genes under selective pressure found in one continent-based population or race are mostly different from those that occur in the others. These genes so far make up a small fraction of all human genes.
A notable instance of recent natural selection is the emergence of lactose tolerance — the ability to digest lactose in adulthood — among the cattle-herding people of northern Europe some 5,000 years ago. Lactase, the enzyme that digests the principal sugar of milk, is usually switched off after weaning. But because of the great nutritional benefit for cattle herders of being able to digest lactose in adulthood, a genetic change that keeps the lactase gene switched on spread through the population.
The public discourse about evolution has been so dominated by politics and religion that it can seem that as if the science behind it has been frozen since the time of Darwin.Not at all Darwin's insight into the power of natural selection is still the foundation of evolutinary theory. But evolutionary biology is buzzing with excitement and genuine advances. A new field called evo-devo and here and here which studies the diversity of living forms, is showing that embryonic development powerfully shapes evolution. And scientists are drawing on genomic studies to push knowledge of human evolution millions of years further into the past and right up to the present.
It is the final gasp of the Belle Epoque for tradtional media and business. And as profound change occurs, so we evolve. That is the powerful lesson.
And this is what is also happening to our media and commercial worlds, as technology evolves, and diffuses into culture and scoiety. It evolves. It still seems that many find this hard to understand or accept. So the nature and role of brands are changing. They must become Life enabling, Life Simplifying and Navigational.
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