Defying Gravity: Sources of growth in a slower growth economy

This report from the Futures Company looks at the implications of slowing growth in the global economy, arguing that brands can only counteract the trend by creating demand.

Defying Gravity: Sources of growth in a slower growth economy

J. Walker Smith, Andrew Curry, Joe Ballantyne and Mark InskipThe Futures Company

Defying Gravity

Slower growth is the new normal for the global economy, and it has business leaders worried. The fear is "a world of zeroes,"1 the phrase used by Nigel Wilson, Global CEO of insurance giant Legal and General, to describe a world of zero inflation, zero GDP growth per-capita, and zero productivity growth.

In short, a global economy in which progress is zeroed out.

Defying gravity in order to grow despite the slowing tug...

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