Learning about the near future from Europe

Marian Salzman

Marian Salzman, executive vice president at JWT and co-author of Next Now: Trends for the Future, looks at the key issues and problems facing Europe over the next few years.

Learning about the near future from Europe

Marian Salzman

When the euro was adopted in 2002, all eyes were on Europe. Invigorated? No question. Poised to dominate? Quite possibly. But just four years later, Europe no longer rules; it is scrambling, less an influencer than influenced.

What happened to the continent that has had, for a millennium, a disproportionate influence on the world? Changes big and small. Their cumulative effect: unsteadying.

Indeed, in 1997, my co-author, Ira Matathia, and I anticipated great upheaval as a patchwork of nations and cultures was united under the banner of the European Union. A...

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