Quickening the pace: What a slow-growth west demands of brands

This report from The Futures Company, part of its Future Perspectives series, examines the sources of growth for brands in a global economy where the middle class in developed countries has been squeezed by the financial crisis.
Marketers will have to re-assess their approach since the consumer mindset has changed in many ways. Consumers are searching for contentment ahead of material possessions, looking down in fear rather than up with aspiration, sharing rather than buying. They're priortising those things they want then trading off everything else to afford them. The over-50s market will also become more important as an ageing population is faced with having to work for longer at the same time as youth unemployment rises....

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