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


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. With economies transitioning painfully out of a long boom period—during which people came to take many comforts for granted—consumers will increasingly downsize their expectations, both in terms of material gains and hopes and dreams for the future.

Key Questions

  • How will the financial crisis reshape the aspirations that will in turn reshape the world in the coming years? How likely are people to rethink...

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