As the Trends Editors have previously discussed, people are increasingly relying on affinity groups for their sense of identity. For most of us, that identification leads to a sense of trust. And, whether you’re an environmentalist, an evangelical, a lesbian, or a retired person, you’re probably finding that one or more organizations is using that sense of trust as a marketing bridge to your wallet. Often this is perfectly legitimate, but in plenty of other cases it leads to unhappy outcomes. What are the implications, and what does the future hold? We’ll give you some answers you can trust.
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