Next Now: Trends for the Future

Overview

From the world-renowned trendspotting duo who has predicted everything from metrosexuality to the growth of global brands comes a new, enlightening look at the future. Based on intensive research and interviews as well as the authors' real-world and business experience in locations across the globe, this book yields surprising conclusions about everything from work (the end of permanent full-time employment) to sex (disappearing gender boundaries) to business (the emergence of true one-to-one marketing and the ...

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Overview

From the world-renowned trendspotting duo who has predicted everything from metrosexuality to the growth of global brands comes a new, enlightening look at the future. Based on intensive research and interviews as well as the authors' real-world and business experience in locations across the globe, this book yields surprising conclusions about everything from work (the end of permanent full-time employment) to sex (disappearing gender boundaries) to business (the emergence of true one-to-one marketing and the birth of "Chindia"). Essential reading for managers, marketers, and just about everyone else.

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Editorial Reviews

From the Publisher
"Well-organized and readable. . . . Salzman and Matathia keep the catchphrases and ad-speak to a minimum, choosing to concentrate on laying out their vision for the future in a simple, entertaining style."

Calgary Herald

"When Marian Salzman and Ira Matathia speak, the world listens . . . the acknowledged trendspotters are back, flagging all sorts of upcoming cultural developments . . ."

Ottawa Citizen

"In Next Now, Salzman and Matathia have written the 21st-century playbook for marketers. Every page holds the promise of tomorrow's next big business idea, as well as the suggested practices for activating key insights today."

—Laurie Coots, Chief Marketing Officer, TBWA\Worldwide

"Marian and Ira bring a rare rigor and a bracingly fresh eye to their exploration of the 'near future.' They excavate vibrant insights from trends bubbling up all over the world and weave together an instructive worldview that connects the intensely personal with the urgently universal. I guarantee you will look at the world differently after you read Next Now."

—Polly LaBarre, co-author, Mavericks at Work: Why the Most Original Minds in Business Win

"The trouble with most futurologists is that they tell you the future will consist of incessant, unimaginable change—and then go on to describe it, in detail, with unjustified confidence. Marian Salzman and Ira Matathia smartly avoid that trap. Their 'future' ends in four or five years, which allows them to go close and look hard. This is an eye-opening, scary, thrilling book."

—Jesse Kornbluth, Editor, HeadButler.com

Praise for the original Next:

"Salzman and Matathia offer a dizzying snapshot of what our world might look like in the next five to ten years."—Publishers Weekly

Publishers Weekly
Few books, other than almanacs, have the breadth of coverage of this attempt at trend forecasting by ad exec Salzman and marketing consultant Matathia (coauthors of Next). Here's what they have to say about homosexuality and religion: "Religious communities are being torn apart by the battle over gay rights and civil unions. A number of the world's 37 Anglican primates are refusing to take communion with the American primate Frank Griswold because he ordained a gay bishop." That's it for homosexuality; the next factoid is that the religion sector was worth $6.8 billion in 2003. Three pages later, religion is over and the topic is politics. Despite the subtitle, the book focuses on the recent past rather than the future. Most citations are from popular news sources, lobbying groups or market research surveys up to three years old. The authors also draw on movies, Web sites, television shows and commercials for examples of trends in such areas as the workplace, business and sex. Fortunately, the whole is greater than the sum of its parts. Out of a collection of random, dated accounts of questionable reliability, the book manages to convey the mood swings of popular culture, though it doesn't muster the depth or rigor to tell you where things are going. (Jan.) Copyright 2006 Reed Business Information.
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Product Details

  • ISBN-13: 9780230600010
  • Publisher: St. Martin's Press
  • Publication date: 11/27/2007
  • Edition description: Reprint
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.11 (w) x 8.44 (h) x 0.82 (d)

Meet the Author

Marian Salzman is one of the world's leading trendspotters. She is executive vice-president of advertising giant JWT. Ira Matathia has spent 25 years managing and creating change in some of the world's top marketing communication enterprises. He is a partner in NoFormula, a strategic brand consultancy based in New York and London. Marian and Ira have co-authored the books Next: Trends for the Near Future, Buzz: Harness the Power of Influence and Create Demand, and The Future of Men.

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Table of Contents

The Age of Anxiety

• The Shrinking Globe

• Yin Meets Yang in Chindia* Europe in a Post-European World

• America: Inside, Outside, and Caught in the [Tyranny of the] Middle

• The Scarcity of Minutes

• Blended and Blurred Reality

Ages Without Stages

• New Identities

• Our Branded Universe

• Extended Family Trees

• Bringing It All Home

• The Pace and Place of Work

• It's a Shopper's Planet

The Art of Eating Well

• Entertainment Evolved

• Conclusion: Then, Now, Next

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