According to the "10 Global Consumer Trends for the Next Five Years" report, today's consumers are frugal, interactive, diverse, health conscience, and connected. Conspicuous consumption is no longer the focus but, with physical appearance and well-being are bigger priorities than tangible items.
This will no doubt change the landscape of advertising in finding that cultural tension to create successful advertisements. Advertisements will follow the current trends to fit the world of the consumer so it's more part of their life rather than a message being thrown at them.
http://finance.yahoo.com/news/market-research-report-consumer-trends-080800311.html
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