The Hidden Persuader

LEADING TRENDS

"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