Switch on growth and the future of consumption
By J. Walker Smith, chief knowledge officer, Brand & Marketing at Kantar Consulting
Live large – Carry little means a future in which, increasingly, ownership is disconnected from consumption. Consumers no longer take it for granted that ownership is part and parcel of consumption. Consumers want to continue to live large with big ambitions and aspirations, but they want to carry little while doing so.
By Robert Heeg
Daniel Franklin, The Economist’s executive editor confirms he operates in a very fast moving world, the impact of which is accelerated further through social media. “That’s not only true because of elections and Donald Trump, but also because of social trends that spread very fast, such as Harvey Weinstein and the sexual harassment wave.”
Franklin thinks the world is still in a period of absorbing the shock of the great recession, nearly ten years ago. That, as well as the pace of technological change and a sense of instability, leads him to believe there is a challenge but also a necessity of trying to peer ahead.
Eighty two percent of the wealth generated last year went to the richest one percent of the global population, while the 3.7 billion people who make up the poorest half of the world saw no increase in their wealth, according to a new Oxfam report released today. The report is being launched as political and business elites gather for the World Economic Forum in Davos, Switzerland.
By Anita Black, Dana Asadorian and Hannah Dunnett.
For years now, the marketing and media world have been preoccupied with millenials – getting to grips with the ‘Me, Me, Me Generation’. There is now a new generation that deserves attention – Generation Z, ie those born between 1996 and 2010 – who are guardians of the future and valuable consumers too.