The dangers of short-sighted business

Futurologist Martin Hayward asks why companies find it so difficult to react to predictable future trends.

The Dangers Of Short-Sighted Business

Martin Hayward dunnhumby

There is a creeping malaise in today's world that runs far deeper than just the business and marketing environment, but one that requires the courage and conviction of these communities to contribute to its resolution. The issue is short termism, in all of its expedient, lazy, self-serving and inefficient manifestations. Strong words for sure, but big issues require big responses, and at risk here are some of the fundamental givens of how and why marketing works in a consumer society.

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