New crises = new markets

"There is no doubt that we are currently going through turbulent times." This is the conclusion reached by trend researcher Matthias Horx in the foreword to his Zukunftsinstitut's new dossier. Apparently, this is not a temporary irritation caused by the war in Iraq, but a substantial restructuring of the consumer markets. According to Horx, we are experiencing a radical polarization into a discount sector, where stinginess remains "mega-awesome" in the long term, and a sector of "obsessive crisis luxury", where things are downright decadent. The rise of new areas such as security markets and care communities is also a factor. The dossier "30 trend opportunities for marketing and management in times of global turbulence" is intended to present the most important developments in the new crisis landscape. It can be ordered for 60 euros at www.zukunftsinstitut.de.