Work in Progress: Rethinking Aspirations

This research from JWT focuses on how the financial crisis will reshape consumers aspirations as they focus on basic needs rather than higher-level ambitions, and asks how marketers and brands should respond.

Work in Progress: Rethinking Aspirations

EXECUTIVE SUMMARY

The global recession is challenging the aspirations of hundreds of millions of people, especially in the developed world, forcing them to focus on basic needs rather than higher-level ambitions....

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