• April 9, 2003

Futurist and author Faith Popcorn, who has studied consumer behavior during times of stress, believes that our natural inclinations are dramatically exaggerated during periods of extreme-anxiety such as the current war with Iraq. Popcorn says, "We are embarking on a period of Trend Extremis destined to change our culture in ways both profound and commercial. Take XenoGlobia, our distrust of 'foreign-ness,' this will extend from racial profiling to a preference for familiar, existing brand leaders." Popcorn believes the American consumer is moving in an inevitable direction that includes "AmeriCooning," which is an "unashamed of the link between a brand and the American spirit, a new kind of flag-driven marketing will appear. Upbeat, patriotic advertising and marketing messages will celebrate the American way of life. The abandonment of America by France, Germany, Canada and Mexico will only heighten this imperative." She also believes that we are "about to enter a period that trumps Reality TV. With journalists "embedded" with our troops, war will have a smashing immediacy. While much of this imagery will be painful, the fact remains that every marketer will be competing with this authenticity."