Expert explains what it takes for businesses to succeed in today’s economy

FOR IMMEDIATE RELEASE (by Tate Publishing)

ATLANTA, Ga. – In today’s tough economy, bitter political campaigns, fluctuating stock market and consumer confidence, experienced consultant and thought leader Farnaz Wallace believes cultural macro trends are not being addressed by businesses and opportunities for growth are ignored.

“We can’t just sit back and blame the economy for company performance,” says Wallace, “today more than ever, people have a simple wish for a better life, and brands must communicate how they can improve consumer’s life conditions through a meaningful, emotionally charged campaign.”

But companies are not doing so.  Instead, they are focused on continuous cost cutting and leading from the back end.  A rapid cultural shift has occurred over the last decade, but is not being addressed. Leaders and companies must start leading from the front end, leveraging the cultural macro trends to improve sales and profit.  They must find ways to stay relevant in a world that is fundamentally different from the one being taught in textbooks, she says.

In her new book released in May, “The New World Marketplace,” Wallace breaks down these changes into three macro trends: The shifting roles of women at home and at work, the new values and ideological power of youth culture, and the growth and influence of multicultural consumers and societies.

These three trends—once considered small niches—are now major target markets, and businesses must communicate to them in order to stay relevant and prosperous.  Great brands are built on beliefs and values.  Building trust is no longer a nice-to-have, it is a must-have.  How can you build on fast-changing beliefs and values without understanding The New World Marketplace, she says.

Wallace explains the societal transformations clearly in her book, and offers tools to address them, both professionally and personally.  She hopes individuals’ eyes will be opened to the possibilities for new social models, leadership, and of course, business models that will succeed.

Published by Tate Publishing and Enterprises, the book is available through bookstores nationwide, from the publisher at www.tatepublishing.com/bookstore, or by visitingbarnesandnoble.com or amazon.com.

Wallace is a thought leader, speaker, and strategic consultant focused on helping companies capitalize on cultural macro trends in today’s fast-changing, challenging marketplace. She has served as EVP and Chief Marketing Officer for a Fortune 500 Company, and presently resides in Atlanta.

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