Uncertainty and the new consumer

In the aftermath of 11 September, the future is more uncertain than ever. This article considers some of the factors contributing to this uncertainty which business planning for the future needs to take into account. These include the emergence of a new breed of consumer who are influencing a spectrum of business and economic decisions and transforming a variety of societal precepts. New consumers, more educated, affluent and well informed, are creating a more diverse and fragmented society in which traditional mass‐market communications strategies will be ineffective. Technological innovation, too, is adding to the uncertainty and forcing businesses to reinvent themselves. Those that are unable to adapt will become extinct.