The Popcorn Report

Description

From Publishers Weekly Marketing consultant Popcorn is in the business of spotting commercially significant social trends to offer appropriate product and policy recommendations to blue-chip clients like AT & T, IBM and Coca-Cola (she told the latter that New Coke wouldn't work). Here she organizes 17 years of brainstorming in quick and easy takes, concluding with the projection of a totally altered American affluence for the ' 90s. Under the business name of BrainReserve and backed up by such consultants as adman Jerry Della Femina, editor Grace Mirabella and farmer Frank Perdue, Popcorn and staff have developed refreshingly original concepts and a language of their own: Down- Aging, Egonomics. Popcorn's predictions include electronic shopping from home by "cocooned" shoppers and a children's crusade to force industry and government to restore the environment. "Anticipating a new reality is the beginning of the process of creating it," writes the ever upbeat Popcorn, whose book is a great place to start that process. Fortune Book Club main selection; BOMC and QPB alternates. Copyright 1991 Reed Business Information, Inc. Read more From Library Journal Here, futurist Popcorn offers her predictions for the 1990s and explains the method used by her consulting firm, Brain Reserve, to identify significant trends. Popcorn, who coined the well- known term "cocooning," is quick to turn the new phrase; here we are exposed to a barrage of futurespeak such as "down aging," "socioquake," and "foodaceutical" (fortunately, the book contains a glossary). Mostly, however, she writes about the lifestyles and attitudes likely to dominate the baby boom generation as they "middle age" in the next decade. Among the megatrends she notes are: an increased environmental consciousness; worries about health care and aging; and a preoccupation with adventurous (but risk-free) leisure activities. A provocative final chapter even outlines specific corporate opportunities that can be inferred from Popcorn's projected trends. While at times she exhibits a woeful ignorance of business history (e.g., Popcorn anchors the roots of consumerism belatedly in the 1970s), her thoughtful book is guaranteed to stimulate creative thinking as managers plan for the future.- Gene R. Laczniak, Marquette Univ., MilwaukeeCopyright 1991 Reed Business Information, Inc. Read more

Features:

Product Details:

• Hardcover: 226 pages
• Publisher: Doubleday Business; 1st edition (August 1, 1991)
• Language: English
• ISBN-10: 0385400004
• ISBN-13: 08
• Product Dimensions: 6.5 x 1 x 9.8 inches
• Shipping Weight: 1 pounds

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