If you know any teens who like to read, you know that in young-adult fiction, dystopian novels are almost as popular as vampires.
The world predicted in Leo Burnett Chicago’s future forecast, HumanKind 2012, is not quite as vicious as what’s portrayed in the young-adult bestseller The Hunger Games. But it looks to be pretty cutthroat for small businesses.
I’m not talking small change here. “We’re beginning to see a profound change in the cultural fabric of society,” the report says.
Here are six key trends the report highlights, and what they mean for your business.
1. “Happiness inequality” on the rise
Traditionally optimistic even in tough times, Americans are losing their sunny disposition. Since the recession hit, we’ve become more unhappy. Lower-income consumers are especially unhappy, and feelings of inequality and unfairness are rampant and growing.
What it means for your business: Customers look for fairness before they trust your business. To win their loyalty, behave ethically and demonstrate fairness consistently. Keep in mind that perceived fairness matters just as much, and that dissatisfied customers can spread their injuries far and wide with social media.
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