ALLI

N
2020MACRO TREND

AllI
nisaboutthecomingtogetherofhumanki
nd.Therei
sarenewedl
ongingforcommuni
ti
estofeelcl
oseandaneedforhumanstot
ryt
o
unders
tandeachotherasdiver
sit
yrises
.Count
riesar
oundtheworl
daregoingthr
oughpol
ycul
tur
altransf
ormat
ions
.Ther
e’sapus
hformore
progres
sivesoci
eti
estoembr acethedif
ferencesinabi
lit
y,s exualori
entat
ion,gender,cul
tur
albackground,andreli
giousbeli
efs
.Forthefir
st
ti
mei ndecades,t
heSpri
ng201 8fashi
onr unwayss t
art
edt or epresentasli
ceofreali
ty.TheDivers
ityReportbyTheFas hi
onSpotaddednew
categor
iesthi
syearasatt
itudeschanged.Editor
-in-
Chief,JenniferDavi
dsons ai
d,“Asmor ecall
sforraci
aldiver
sit
ys tar
ted,t
herewerecal
ls
al
sof
ordi
ff
erents
izes
,age,andt
rans
genderi
dent
ity.

W et
houghti
twasi
mpor
tantt
ohi
ghl
ightt
hos
einor
dert
omakes
uret
her
unwaysbecomemor
erepr
esent
ati
veoft
hepopul
ati
onbuyi
ng
t
hecl
othes
.”

Althoughincreaseddi versit
yofallki
ndsont her unwaysi sastepintherightdir
ection,i
t’
snotenoughoni tsown.I nclusi
oni swhatbri
ngs
systemicchange.W ear egeneti
call
ypredispos edtobel ongandar ehar
dwi r
edt owantconnect i
on.Co-l
ivingreales tatecompaniesand
“surban”(suburban+ur ban)developmentsar etappi ngintot
hisdesi
rethroughcommuni ty-
centr
icar
chitectureandpr ogramsthatfaci
lit
ate
professi
onalands ocialrelati
ons
hips.Br
andsar eals oget t
ingcozi
erwithcustomer sastheyconti
nuetous er etai
llocationsforalotmor ethan
j
us tsel
li
ngpr oduct.Appl eiscal
li
ngitsphysicalretailst
ores“TownSquar es”
,seeingthes paceasacommuni tygather i
ngpl acewit
hevent s,
educat
ionals
ervi
ces
,andofcour
se,pr
oductdi
scover
y.

“
Tobecomeat
ruegl
obalci
ti
zen,onemus
tabandonal
lnot
ionsofot
her
nes
sandi
nst
eadembr
acet
oget
her
nes
s.”-SuzyKas
sem

MI
CRO TRENDS

GenderBl
ur Lovei
sLove Moder
nRel
ati
onshi
ps Ni
cheFocus Sur
banLi
ving

MACRO COLOR TREND EVOLUTI

ON MAP

OXI
DIZE

R0 G1
28 B 1
31
C 86 M 32 Y 47 K 7

Oxi
dizeconnect
stoourcul
tur
alt
rend
AllI
n,whichfocusesonthecoming
togetherofhumankind.I
ncl
usi
onis
whatbr i
ngssyst
emicchange,andwe
arehardwi
redt
owantconnect
ionand
belongi
ng.
HUMANLY
RADI
CAL
2020MACRO TREND

Theat
mospher
ear
oundusf
eel
sunst
abl
e;wi
thsomanynat
uraldi
sast
ers,t
err
ori
stat
tacks,andpol
it
icalupset
s,wenol
ongerf
eeli
ncont
rol
.Iti
sthepar
ts
t
hatmakeushumant
hatar
eneedednow mor
ethanever
.W ear
edi
scover
ingnew wayst
ocope,findst
rengt
h,andpushf
orwar
dtocount
eractt
hepani
c
andanxi
etyoft
hesef
ear
-fuel
edt
imes.Pol
it
icalandfinanci
alt
ensi
onscont
inuet
obet
est
edi
nNor
thKor
ea,Russi
a,I
ran,Chi
na,andt
heU.
S.,asdoest
her
ise
ofnat
ional
ism i
nthewakeofBr
exi
tandt
heCat
alani
ndependencer
efer
endum i
nSpai
n.Bi
par
tisanshi
phasbecomeanecessi
tyt
oachi
evepr
ogr
ess.Aswe
f
aceadmi
nist
rat
ionswi
thl
esspr
ogr
essi
vei
deal
s,ugl
ytr
uthsar
eof
tenconf
ront
ed,andi
tisupt
othepeopl
etouni
teandchal
lenget
hem.

Peopl
ear
oundt
hewor
ldar
eref
usi
ngt
obesi
lent
,usi
ngact
ionsandwor
dst
odemandj
ust
iceandequal
it
yforal
l.Ti
meMagazi
ner
ecogni
zedt
hewomenwho
st
art
edt
he#met
oosoci
alcampai
gnas“
Per
sonoft
heYearf
or201
7”andr
epor
ted,“
Thesesi
lencebr
eaker
shavest
art
edar
evol
uti
onofr
efusal
,gat
her
ing
st
rengt
hbyt
heday,andi
nthepastt
womont
hsal
one,t
hei
rcol
lect
iveangerhasspur
redi
mmedi
ateandshocki
ngr
esul
ts:near
lyever
yday,CEOshavebeen
fir
ed,mogul
stoppl
ed,i
consdi
sgr
aced.I
nsomecases,cr
imi
nalchar
geshavebeenbr
ought
.”

New her
oesandi
nfluencer
sar
eemer
gingandi
gni
ti
ngchange.Cel
ebr
iti
es,br
ands,andat
hlet
esar
eusi
ngt
hei
rpl
atf
ormst
ost
andupf
ort
hei
rbel
ief
son
humanr
ight
s,whet
heri
t’
sanI
nst
agr
am postort
aki
ngakneeont
hef
oot
bal
lfiel
d.Theabi
li
tyt
ospeakourt
rut
hsi
smor
eimpor
tantt
haneverr
ightnow.
Ar
tist
sli
keJR andShepar
dFai
reyar
eincr
easi
ngl
yut
il
izi
ngt
hei
rtal
ent
sint
hef
orm of“
art
ivi
sm”t
orai
seawar
enessf
orsoci
alj
ust
ice.

"
Thewomenandmenwhohavebr
okent
hei
rsi
lencespanal
lraces,al
lincomecl
asses,al
loccupat
ions,andvi
rtual
lyal
lcor
ner
soft
hegl
obe.Theymi
ghtl
abor
i
nCal
if
orni
afiel
ds,orbehi
ndt
hef
rontdeskatNew Yor
kCi
ty'
sregalPl
azaHot
el,ori
ntheEur
opeanPar
li
ament
.They'
repar
tofamovementt
hathasno
f
ormalname.Butnow t
heyhaveavoi
ce.
"-Ti
meMagazi
ne

MI
CRO TRENDS

Ar
tivi
sm Copi
ngMechani
sms Gl
obalTensi
on HumanRi
ght
s Mar
ketW at
ch Revol
uti
onofToday

MACRO COLOR TREND EVOLUTI

ON MAP

ERUPTI
ON

R1
89 G 8 B 55
C1
8 M 1
00 Y 79 K 8

Erupti
onconnectstoourcultur
al
trendHumanlyRadical
.Ci
tizensof
thewor l
dar
ef eel
ingares
pons i
bil
it
y
tobehumanl yr
adical
.Inthemidstof
globaltensi
onpeoplearer ef
usi
ngto
bes i
lent,us
ingthei
ractionsand
wordstodemandj
ust
iceand
equal
it
yforal
l.
DR.ME
2020MACRO TREND

W el
lnes
sisnow anepi
demi
c.Si
ncewhendi
dever
yheal
thy,abl
e-bodi
edper
sons
uddenl
yhaves
omet
hingt
ocur
e?W ear
emor
eheal
th
cons
cioust
hanever
;wi
theas
yacces
stoanabundanceofi
nfor
mat
ionaboutourbodi
esandmi
nds
,wedi
scovernew wayst
onour
isht
hem.For
mi
ll
enni
als
,wel
lnes
sisadai
lyact
ivepur
sui
t.Heal
thynol
ongermeans“
nots
ick”
,accor
dingt
oanAet
nar
epor
t,i
t'
sbecomeadai
lycommi
tment
t
oover
allwel
l-
bei
ng.Youngergener
ati
onsar
eexer
cis
ingmor
e,eat
ings
mar
ter
,ands
moki
ngl
esst
hant
hei
rpar
ent
s.Technol
ogyi
nnovat
ioni
s
f
uel
ingt
hegr
owt
hofheal
thandwel
lnes
str
endsaspeopl
eofal
lagesus
emedi
calapps
,fit
nes
str
acker
s,s
mar
tsens
orsandpat
ches
,and
pl
atf
ormsl
ikemedShar
eandFi
gur
e1wher
ecl
ini
cianscr
owds
our
cedi
agnos
esut
il
izi
ngs
peci
ali
stknowl
edgef
rom acommuni
tyofdoct
ors
.

Themor
eweunder
standaboutour
sel
ves
,themor
ewear
etaki
ngmat
ter
sint
oourownhands
,maki
ngacons
ciousef
for
ttoat
tai
ntheper
fect
bal
anceofheal
thi
nbot
hbodyandmi
nd.Homeopat
hyands
elf
-as
ses
smentpr
act
icesof
feral
ter
nat
e“doct
orl
ess
”sol
uti
onsi
nmedi
cine,andat
homeDNA t
est
ingal
lowsust
ouncoverendl
essbi
ologi
caldi
scover
ies
.Exer
cis
eisoneoft
hebes
tpr
event
ati
veheal
tht
ool
s(es
peci
all
ywi
tht
he
r
isi
ngcos
tsofheal
thcar
e)andl
ivi
ngaheal
thy,act
ivel
if
est
ylei
spar
ticul
arl
yinvoguear
oundt
hewor
ld.Ther
iseofgym member
shi
ps,fit
nes
s
appdownl
oads
,bout
iquecl
ass
es,andout
dooract
ivi
ti
esi
sal
sodr
ivi
ngt
hei
ncr
eas
edi
nter
esti
nout
doorbr
ands
,at
hlet
icper
for
mancewear
,
andheal
thf
oodt
rends
.

"
A heal
thyout
sides
tar
tsf
rom t
hei
nsi
de.
"-Rober
tUl
ri
ch

MI
CRO TRENDS

Fi
tnessFi
rst Heal
thTr
acki
ng Or
gani
cPr
oduct
s Sci
enceofMe Sust
ainabl
eLi
ving

MACRO COLOR TREND EVOLUTI

ON MAP

I
MMUNE

R 54 G 38 B 53
C 69 M 77 Y 52 K 58

I
mmuneconnect st
oourculturalt
rend
Dr.Me.Heal
thynolongermeans“not
si
ck”,i
t’
sbecomeadail
ycommit
mentt
o
over
allwel
l-
bei
ng.Eas
yacces
stoan
abundanceofinformati
onaboutour
bodiesandmindshasmor epeoplet
aki
ng
heal
thmat t
ersintothei
rownhands.
PURSUIT
OF HAPPINESS
2020MACRO TREND

Thegl
obalcommuni
tyi
sredefini
ngwhats
ucces
smeansbychal
lengi
ngt
het
radi
ti
onalr
out
est
akent
ogett
her
e.Theflexi
bil
it
yoff
reel
ance
cul
tur
eandt
hei
deaofacces
soverowner
shi
pcont
ribut
etot
her
omanceofanomadi
cli
fe.Thankst
othes
har
ingeconomy,t
hedr
eam ofl
ivi
ng
l
if
eunr
oot
edi
sver
yrealt
othe92mi
ll
ionmi
ll
enni
alscur
rent
lypopul
ati
ngt
heUS.Aut
horandEconomi
st,Jer
emyRi
fki
n,s
tat
ed,“
25year
sfr
om
now,cars
har
ingwi
llbet
henor
m,andcarowner
shi
pananomal
y.”

I
nnovat
orss
eeki
ngr
estanddeepermeani
ngar
etur
ningt
oof
fthegr
idt
ravel
,ret
reat
stappi
ngi
ntot
hehi
ghercons
cience,anddi
git
al
di
sconnect
iont
oes
capet
hewor
ldt
hey’
vedi
srupt
ed.TheEs
aleni
nst
itut
e,ahi
ppi
ehot
eli
nBi
gSur
,CA,i
swher
emanyoft
hes
epr
ofes
sional
s
ar
egoi
ngt
ogetmor
eint
ouchwi
tht
hei
rsoul
.“Ther
e’sadawni
ngcons
cious
nes
semer
gingi
nSi
li
conVal
leyaspeopl
erecogni
zet
hatt
hei
r
convent
ionals
ucces
sis
n’tneces
sar
il
ymaki
ngt
hewor
ldabet
terpl
ace,
”sai
dBenTauber
,34,af
ormerGoogl
epr
oductmanagerands
tar
t-up
execut
ivecoachandt
heEs
alen’
snew execut
ivedi
rect
or.“
TheC.
E.O.
s,i
nsi
det
hey’
rehur
ting.Theycan’
tsl
eepatni
ght
.”

Asourpr
ivat
eandpr
ofes
sionall
ivesconvene,ar
enewedf
ocusonwor
k/l
if
ebal
ancei
sbecomi
ngi
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eas
ingl
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,es
peci
all
yin
par
ent
ing.W er
eal
izet
hatakeyel
ementt
ohappi
nes
sar
etheexper
iencest
hatar
ebenefici
alt
oourover
allment
alandphys
icalheal
th.

“
Iti
snoti
nthepur
sui
tofhappi
nes
sthatwefindf
ulfil
lment
,iti
sint
hehappi
nes
sofpur
sui
t.
”-Deni
sW ai
tl
ey

MI
CRO TRENDS

Cl
earMi
nd Fr
eel
anceCul
tur
e New Templ
e Of
ftheGr
id Shar
ingEconomy

MACRO COLOR TREND EVOLUTI

ON MAP

EUPHORI
A

R 51 G 61 B 36
C 69 M 51 Y 84 K 57

Euphoriaconnectstoourcultur
al
tr
endPur suitofHappiness
,aspeopl
e
areredefiningwhats uccessmeansby
chall
engi
ngthet radi
ti
onalr
outes
takentogetthere.Theflexibi
li
tyof
freel
ancecul
tureandt hei
deaof
accessoverowner
shi
pcont
ribut
eto
theromanceofanomadi
cli
fe.
 LI
FE 3.
0
2020MACRO TREND

Li
fe3.
0isnotas
ciencefict
ionconver
sat
ion,i
tist
heconver
sat
ionoft
oday.Thet
itl
eisbor
rowedf
rom MI
Tphys
ici
sts
,cos
mol
ogi
st,andAI
r
esear
cher
,MaxTegmar
k’snew bookwher
eheout
li
neswhyar
tifici
ali
ntel
li
gencei
sthemos
timpor
tantconver
sat
ionofourt
ime.Thename
i
tsel
fst
andsf
ort
het
hir
dlevelofl
if
esophi
sti
cat
ion,t
het
echnol
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cals
tage.Ourear
thl
yuni
ver
segr
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adual
lymor
ecompl
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ll
ionyear
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,asl
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eat
ureswear
eli
mit
edt
oourbi
ologi
calhar
dwar
e.Technol
ogyt
hatdes
ignsi
tsownhar
dwar
eand
s
oft
war
eisl
imi
tl
ess
,andt
hisi
sthehor
izonweneedt
opr
epar
efor
.

Thei
mpactofr
obot
icsi
nal
lfor
mswi
lll
ikel
ybet
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timpor
tantagentofchangei
nthe21
stcent
ury,t
rans
for
mingoureconomy,cul
tur
e,
pol
it
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,andt
hes
elf
.Ear
lyadopt
ersofI
oT(
int
ernetoft
hings
)haveal
readydemons
trat
edhow s
mar
thomes
,vehi
cles
,andAIcompani
ons
i
mpr
oveourdai
lyl
ives
,ant
ici
pat
ingourneedsbyl
ear
ningourhabi
ts.Thebenefit
sofi
ncr
eas
eddi
git
ali
nter
connect
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thout
t
heneedf
orpr
otect
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nstcyberat
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.Compani
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ndi
vidual
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sivevol
umesofdat
aonl
ineandi
nthecl
oudt
hatar
e
r
ewar
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arget
sforcybercr
imi
nal
s.Thecal
lforgover
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ati
onont
echnol
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ess
uchasAI
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ockchai
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esent
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S.gover
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ncl
udi
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ephenHawki
ngandEl
onMus
k.Themai
n
pus
hisf
orpr
oact
iver
egul
ati
onofAIi
nst
eadofr
eact
ive,wheni
t’
stool
ate.

“
W e’
refinal
lyget
tingatt
hats
emi
nalmomenti
nhumanhi
stor
ywhenwecant
alkt
oourmachi
nesandourmachi
neswi
llunder
standusi
n
r
egul
ar,nat
urall
anguage.
”-Er
ikBr
ynj
olf
sson

MI
CRO TRENDS

A.
I. Aut
omot
iveTechnol
ogy CyberSecur
ity Robot
ics Smar
tHome

MACRO COLOR TREND EVOLUTI

ON MAP

HUMANOI
D

R 21
0 G1
31 B 91
C1
5 M 56 Y 69 K 1

Humanoi
dconnect
stoourcul
tur
al
t
rendLif
e3.0,whi
chexplor
esthet
hir
d
l
evelofl
if
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sti
cat
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he
t
echnol
ogicalst
age.Theimpactof
r
oboti
csinallf
ormswi l
lli
kel
ybethe
mosti
mpor t
antagentofchangeinthe
21s
tcentur
y,tr
ans f
ormingour
economy,cul
ture,pol
it
ics,andt
hes
elf
.
 SELFI
SHLY
AW ARE
2020MACRO TREND

Sel
fishl
yawar
elooksatt
hecaus
eandr
eact
ionofagr
owi
ngpor
tionofourl
ivesbei
ngl
ivedons
oci
almedi
a.Theamountoft
imepeopl
e
s
pendons
oci
almedi
aisever
-incr
eas
ing.Teensnow s
pendupt
oni
nehour
sadayons
oci
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atf
orms
,whi
le30% ofal
lti
mes
pentonl
inei
s
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aint
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ngcons
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lyconnect
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eadst
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ngcons
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lyi
nfor
med,whi
chcanbeapos
iti
vet
hing
whenper
tai
ningt
oincr
eas
edawar
enes
sofgl
obali
ssues
.Peopl
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ings
oci
alpl
atf
ormst
odogoodasmuchast
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elfies
.
Accor
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udyi
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our
nalSoci
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ychol
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sonal
it
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cent
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cis
sis
ticper
sonal
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ytr
ait
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ncr
eas
edbyover50per
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ly1
980s
.Sel
f-l
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-lovebas
edont
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s-at
erm coi
nedbyFr
enchphi
los
opherJean-
Jacques
Rous
seau.Ourdependencyon‘
li
kes
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oll
ower
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urni
ngi
ntoaf
orm ofs
oci
alcur
rency.

Ourvi
sual
lydr
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tur
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Ins
tagr
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ignmovement
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oduct
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eat
edwi
thi
nst
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aphi
cappealt
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ogycompani
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,andAppl
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CRO TRENDS

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W OW
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CRO TRENDS

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AW E

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 UNIVERSAL
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PALE BLUE DOT
2020MACRO TREND

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MI
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