Trend-spotter sees more brand loyalty

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A tremendous resurgence of brand loyalty is among the major trends futurist Watts Wacker sees for the next 15 years. The Yankelovich Partners managing partner spoke Thursday in Englewood, Colo., at NDL/Polk Co.'s Summit '95 conference.

Other trends Mr. Wacker predicts: the explosion of collectibility (though he warns that doesn't include baseball cards; too many are manufactured today); a movement toward buying more goods viewed as upmarket; an increasing respect for age; a swap of people's private information for payment in some form by marketers; a rise in extremism; an increasing investment of people's time and energy in specific areas that they choose; an increase of American influence worldwide, primarily through movies, music and information; and what he called the "Spaceship Earth" orientation of people living more in sync with nature.

Copyright June 1995 Crain Communications Inc.

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