Salzman expects to see more ‘hyperpolarisation' of communities, leading to voluntary segregation based on political, religious or other personal views. ‘Witness the rise of the BNP in white, working-class areas where people are feeling increasingly marginalised,' she points out.
In addition, the growing tendency towards ‘mob action' on the internet is expected to become more prevalent. ‘With easy access to contact details, complaint sites and subscriber lists,' says Salzman, ‘we are easy targets for bombardment by both bureaucracy and advertisers.'
The Euro RSCG executive also expects ‘cougars to continue rising', a reference to older women that seek out younger men. ‘The female rebellion against being pigeonholed at a certain age gathers pace,' she said.
Other trends Salzman points to include a resurgence in nuclear anxiety, an increased emphasis on ‘brain health' and the rise of a new influencer group: children.