Leo Burnett’s 9 predictions for the radical new world

By Ben Hourahine Leo Burnett’s futures editor reveals fascinating insights into what is forging the new communications landscape in 2009 — and how digital is at the forefront. New realism Economic conditions will profoundly affect our cultural context moving forward. The speculative and emotive era, which went hand in hand with rising affluence, is being replaced by a much more grounded social and creative phase. The Wire has burst the bubblegum aesthetic on TV and in Hollywood, deeper human narratives have already recast Batman and Bond as more realistic cultural icons. As our creative content becomes more tangible and honest in reflection, we will be forced to be more realistic about everything over the coming years. This applies both to our economic confidence and our cultural outlook. The human story will be one of value reflection and reassessment, as both our priorities and purchases are examined in light of what … Continue reading