The fundamental force dominating the global economic condition right now is fear.  The equity markets seem to have no other reality.  Any rally of a day or two when buyers enter the market to take advantage of historic lows in share prices is then wiped out by the longer term, more powerful emotion of outright fear and increasingly entrenched pessimism..

The media does occasionally gives us the heart warming human interest story and tells us of jobs out there but serve this up only after spending most of the time delivering bad news with a tone of concern and a furrowed brow.  We turn on the news, or open the paper with an expectation of learning of something else that sounds bad and, yup, there it is, another story of a company or a country in crisis or people having lost everything. Watching the stock market indices has become a …

As a futurist, part of what I do is to present the future to audiences and readers around the world.  Presenting a vision of the future, making predictions and developing forecasts is what a futurist does.

Regular readers of this column know that since last September I have presented you with a number of economic forecasts and predictions.  There has been a constant flood of economic information and revised predictions in the media.  Economic forecasters seem to be rushing to revise their forecasts of just a few months ago to try to stay ahead of the tsunami of bad economic news.  In this environment I thought I should take a look back to see how accurate my forecasts to you have been.

I take great pride in my ability to make correct forecasts and predictions for you my readers, to the audiences I address and to the clients I advise.  In this case the correctness of my predictions are, unfortunately, extremely accurate.

Last fall, in a column titled “The Collapse of …

The current media and advertising recession will be more severe and more transformative than any one of the last 80 years.  This will be a time when it won’t be just about how far down ad spending goes, but also about what media entities and even business sectors will survive.

Historically, advertising recessions have been 1-2 years in length and have been about a contraction in ad spending on measured media.  Everyone hunkered down, altered pricing strategies, leaned on relationships and waited until the inevitable spending upsurge occurred.  The advertising recession of 2008 – 2010 will be different. This time, entire structures on both the buy and sell side will collapse.  The institutions that were developed and rigidified in the 20^th century are clearly not mirroring the dynamic changes of the media marketplace in this new century.  The advertising agency constructed in the second half of the last century no longer reflects the media reality of today.  The same can be said of the hierarchical distribution channel specific media sales organizations.  There are agencies and media properties that exist today …

We are coming to an end of the greatest financial age of sports in history.  The twelve years between 1996 and 2008 were years when the money around sports exploded beyond any precedent era.  This also means that, going forward, the economics around sports in general will decline, at least for the next 5-8 years if not longer.

The bookends for these 12 years of explosive financial growth are the Atlanta Olympics in 1996 and the Beijing Olympics of 2008.  The Atlanta Olympics were the first post-cold war Olympics and, being held in the U.S. created a huge marketing platform.  The Beijing Olympics was the coming out party for the most populous country in the world and gave  recognition to China as a major player on the world’s geopolitical and financial stages.

In 1996 cable television had become a dominant media force in the U.S.  ESPN, and all of its networks, was beginning to take its’ place as the behemoth of sports television.  Regional sports networks, TBS and TNT soon joined the party and it seemed that sports were everywhere on TV.  The broadcast networks and all of these cable entities competed for the rights of all major sports.  The fees paid to the NFL, MLB, the NBA, and the college football conferences exploded.  This led to dramatically increased player salaries, advertising rates and, for the consumer, rapidly increasing cable bills.  Of course it also led to much lower ratings as nothing was special any more.  Even though Monday Night Football on …

A global shift in consciousness has occurred during October.  Trust and confidence have given way to fear and uncertainty. Plans and expectations have been completely altered or dashed altogether.  Governments, entire industries, equity markets and the majority of the adult populations in the developed countries of the world are staring into a financial abyss that has no correlation to anything any of them have experienced (unless they are 80 years or older).

Governments separately, and then in consort struggle to stay ahead of a financial catastrophe they can’t quite fathom.  Hundreds of millions of people feel as thought they have been punched in the gut.  Standing on solid ground becomes a metaphor desperately longed for rather than a reality.  For every theory about what to do with one’s money there is an opposite one put forth.  Financial volatility seems omnipresent.   All of this has produced a shift in consciousness that is palpable.

When belief systems come under attack or are shown to be false, when institutional reliability becomes highly questionable,  when what used to work no longer does,  when it feels that events point to not just change but disruption, then it is time to do two things.

First, one must change one’s behavior.  As I have written here, it is clear that consumerism will take a severe hit and that the next two years will be a time of a massive economic downturn.  Thrift will become a dominant value in countries around the world.  Risk and debt will become four letter words …