"You'll be hearing more about the 'Desire Economy' in 2004. Most Western consumers now have almost everything they need and are becoming increasingly focused on fulfilling a range of more spiritual or emotional needs and desires. We'll see a growth in products and services selling dreams."
"Cool isn't over, it's just evolving. Creative culture is increasingly using the language of traditional un-cool culture as reference points - from white-trash culture, ironic pastimes, suburban culture to corporate cool - all are emerging as new signs of authentic cool."
» Zoe Lazarus, Consumer Trend Analyst, Ogilvy & Mother London in The Observer Magazine