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The one thing that marketers cherish the most is a fleeting glimpse of the future. That glimpse would make the challenge of planning strategies, of devising the appropriate marketing mix elements, much simpler and less fraught with risk. This need accounts for the many articles and books generated each year, all proclaiming to understand and forecast future developments. Forecasts of future social trends can only be developed with an understanding and utilization of underlying demographic and economic trends. This paper, utilizing a wide variety of primary and secondary research sources, captures some of the most important social trends that will unfold over the next twenty years, and hopefully provides astute marketers with some of the glimpses that they seek.
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