HARNESS THE FUTURE：THE 9 KEYS TO EMERGING CONSUMER BEHAVIOUR

• Globalization and technology have increased consumers' buying options and knowledge, and have intensified competition.
• Technological advances have raised quality standards, increased consumers' expectations, and lowered product differentiation.
• Demographic shifts that go well beyond ageing baby-boomers are significantly influencing the market place.

But just how do you identify all the factors that have a significant influence on consumer buying behaviour in a rapidly changing world? And — more importantly — what do you do about them in your own business? Harness the Future shows how to paint a comprehensive picture of your customers by examining trends in nine key areas:

• Economy
• Technology
• Globalization
• Government
• Environment
• Demographics
• Consumer Psyche
• Wellness
• Retailing

But beyond telling about the way things are and will be, Harness the Future also shows you how to predict and profit from changing consumer behaviour.

• Shows how to track and analyze the trends that affect your own business.
• Identifies emerging trends to help you understand consumer behavior in the future.
• Provides valuable strategies, planning tools, and business-building ideas.
• Features examples of trailblazing companies that are using these techniques to harness their future.

Prior to starting her own consulting practice, Shirley Roberts spent fifteen years as a marketer in the packaged goods industry with Colgate-Palmolive, The Borden Company, Nabisco Brands, and Maple Leaf Foods, rising to the director of marketing level. She also spent two years as a senior consultant with Tandem International, a marketing and sales consulting firm. Shirley is a graduate of The Richard Ivey School of Business at the University of Western Ontario. She speaks and writes frequently on the topic of consumer trends.