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Leo Burnett Group Predictions for 2009

Leo Burnett Group Predictions for 2009

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Published by: artfull1097 on Jan 18, 2009
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09/02/2010

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Predictions
2009
 
New Realism.
Economic conditions will profoundlyaffect our cultural context moving forward. Thespeculative and emotive era - which went hand in handwith rising affluence - is being replaced by a much moregrounded social and creative phase. The Wire has burstthe bubblegum aesthetic on TV and in Hollywood;deeper human narratives have already recast Batmanand Bond as more realistic cultural icons. As ourcreative content becomes more tangible and honest inreflection, we will be forced to be more realistic abouteverything over the coming years. This applies both toour economic confidence and our cultural outlook. Thehuman story will be one of value reflection andreassessment, as both our priorities and purchases areexamined in light of what is truly meaningful to us. Asthe language of hopes and dreams is replaced byone of pragmatism and prudence, new value systemswill emerge. We will be more open to expressions thatare confident, secure, uplifting, connected, honestand progressive. 
 
Hyper Reality.
The pace of change is accelerating around the world. As a post-racial America emergeswith Barack Obama at the helm, it is telling that just 6weeks before voting the deciding issue of the electionchanged - such was the speed of the financial crisis. InIndia, tragic events in Mumbai were recorded live on Twitter by those involved, becoming the first record of history - a real time record that fed back and beganinfluencing and accelerating the event itself 
i
. Majordevelopments are now happening at lightning speedand changing status quos are revealed in real time with very real consequences. Managing this era of trend fluxhas far-reaching consequences for all areas of society.Governments will be judged by how they managechange and, ironically, by how much they bring about- change itself has become the mantra of modernpolitics. Businesses will face major challenges to keepup with and evolve to meet people’s rapidly changing needs. As economies, societies and cultures are recast,the need to know what’s next has never been greater. 

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