Back to the future: Understanding marketing trends

John Sills

This article examines the constants that won’t change in marketing and society in the future.

In the last edition (Market Leader, Q3 2017), Julian Saunders wrote an excellent piece on something that I think is crucial when coming up with new ideas: the importance of understanding what's not going to change.

It's easy to focus on the present because, well, it's surrounding us every minute of the day. And we feel fairly confident that we know what's happening right here, right now (although we may not always understand why).

However, we only exist in the present for a fleeting moment, an unstable part of our lives sandwiched between where we have come from...

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