Alan Fairnington has distilled the emerging attitudes towards our business and social mores, and traditional consumption habits in an insightful and highly readable forecast of twenty-first century trends and developments. Julie Sherborne Managing Director ACP Magazines Asia This book is a most important framing of our evolving marketplace. Companies, governments and NGOs need to pay attention and think through its ramifications. Dr. Alan Middleton Executive Director, Marketing Professor Schulich School of Business Timely, thoughtful and provocative. John A. Quelch Professor Harvard Business School Alan Fairnington provides a roadmap for marketers who need to understand the changing values and new perspectives of consumers. He provides a well argued review of the issues and opportunities which companies will need to grasp in this century. Stefan Grafe Founder and Managing Partner Mext Consulting A thought provoking and fascinating view of the future of consumerism. The book not only provides a global perspective, but also focuses on specific challenges facing China and other major economies. Hong Du Chief Operating Officer Sina.Com.cn

Table of Contents

Preface. Acknowledgments. Introduction. Chapter 1 The Lifecycle. Chapter 2 Twentieth-Century Ages. Chapter 3 Global Branding. Chapter 4 The Consumer Century. Chapter 5 Big Trend #1: Save the Planet. Chapter 6 Big Trend #2: When is Enough, Enough? Chapter 7 Big Trend #3: Changing Demographics: the "Silver Revolution". Chapter 8 Big Trend #4: The Power of Collaboration, Community, and Consensus. Chapter 9 The Power of Consensus. Chapter 10 The New Twenty-First-Century Morality. Chapter 11 The New Twenty-First-Century Post-Consumer Society. Chapter 12 The Age of Selfish Altruism. Index.

Author Biography

Alan Fairnington has lived and worked on four continents working at a senior level with many of the world's largest companies in a broad range of categories. He has been a close observer of consumer trends and attitudes during his time as a director of one of the world's largest advertising agencies and as a management consultant. Alan has built businesses from the ground up and helped others transform their operations to meet changing economic, cultural and technological change. As a keen sailor, Alan has learned the value of anticipating different sea and weather conditions, then making the right tactical decisions. He sees the business world in the same light.