Technology Changes, Human's Don't is today's proposition with which I disagree. Of course people change. Maybe not at some deep atavistic level but since when, thank goodness, have the majority of people in modern times had to (or chosen to) resort to their primeval insitincts? No, over time, both collectively and individually, people change.
Ten years ago, most people didn't crave myriad "friends", constant communication or fame. Today huge numbers do. Driven there by technology, media and socialisation.
So it is crucial to acknowledge that, at some level, people are constantly changing, albeit perhaps not for the better. The key for marketers is to nurture that change; to variously promote, shadow or follow that change; but crucially not to push that change beyond the point to which evolving people are comfortably willing to stretch.
Humans change. The real point is they have to want to do so.