"Survival of the Fastest" has been a driving socio-cultural macro trend since the late 1990s. Characterised by technology becoming our personal sustenance, it affects all levels of western culture and is rapidly infiltrating the developing world.

Twenty years ago, the annual US spend on food and beverages was $614 billion; $2 billion was spent on computers -- a ratio of 300 to one. Today, that spending ratio is at parity. We spend as much on technology as we do on our nutritional needs and our lives have been radically transformed.

We find ourselves living at the 'speed of technology', ever more productive and connected, but also disconnecting from our biological rhythms. While we have managed to adapt to 'living fast' over the past decade, we generally feel depleted.

The global economic malaise, coupled with the decline of America as the world's sole superpower, is now jolting us out of our hyper-tasking stupor and compelling us to focus on what really matters. Meanwhile, the election of Barack Obama has begun to imbue the global community with a sense of cautious optimism, a hopeful seedling planted for 'thriving' in the coming decade.

Most consumers have been operating in recession mode since well before the R-word was made official last December. They felt the pain of rising housing, gas and food prices and job losses. They reduced their use of gas and electricity (67%), cut back on out-of-home entertainment (56%), spent less on apparel (55%) and left their cars at home more (54%). After covering essential expenses, Americans are now saving whatever is left. These behaviours are seeding key trends that should play a significant role in marketing plans for 2009.

In a good cause

'Causism' -- making a mark through the support of important causes, whether the discovery of resources, research to vanquish disease or planetary recovery -- will replace 'consumerism'. People of all ages, genders and backgrounds will reconsider their place in the world -- their purpose, contribution and legacy.

There are various brand implications. 'Cause marketing' will move from niche status to a more central place in brand communications. Sustainability will no longer be an option as cause affiliations become prominent for the next few years. Cause marketing, which has been primarily female-focused, will evolve to include men, children and teenagers. Noteworthy examples include: Starbucks (Affinity card), Gap/Amex (Red campaign), Nike (LiveStrong), Campbell's and Revlon (breast cancer awareness).

Fantasy as fuel

A heightened interest in fantasy will propel us into the future as the creative role of daydreaming becomes better understood (Harvard University research has determined that daydreaming is the brain's normal state). Daydreaming and fantasy are the fuel for imagination, the key factor that makes us human and helps us solve/create our futures.

Our fast lives are forcing redefinition of personal and collective tempos, so fantasy -- spontaneity, creativity and daydreaming -- becomes an antidote to technology. The ability to imagine liberates our creativity and leads to optimism. In the long term, fantasy and imagination will lead to new discoveries and collective problem-solving. Fantasy will ultimately provide the cornerstone to a restored economy as new businesses are reimagined, enabling us to live non-toxically.

Brands that liberate our imaginations and reconnect us with our creativity underscore this trend. One key example is Disney's positioning to adults. Through its ad campaigns using photos by Annie Liebovitz of celebrities in Disney style scenarios, it aims to liberate the "kid who wonders" inside of us.

Art and the creative spirit

A renewed respect for art is helping to unleash our creative spirit by providing new ways to connect beyond social networking sites, texting, email and emerging 'fast' connections. Artists push issues that challenge and enlighten; creativity suggests possible solutions and scenarios. Artists are showing us how to reclaim our 'stuff' in compelling ways. For example:

• Sonic fabric: Alyce Santoro's voice- and music-filled fabric is made from reclaimed cassette tapes.
• Sculpture made from newspapers, cardboard, plastic and cans by artist Steven Siegel.
• Bel-Air sculpture: French artist Mathieu Lehanneur collaborated with American scientist David Edwards to create a 'clean air sculpture' -- a mini mobile greenhouse that inhales polluted air, forcing it through natural filters (plant leaves, roots and a humid bath) to purify it.

The art resurgence has many business implications. According to Daniel Pink's A Whole New Mind, "an arts degree is the hottest credential in the business world". Some brand examples include:

• Le Méridien Hotels and Resorts, which is repositioning as a lifestyle brand focused on art and design. It has 'cultural concierges' and room cards with information about nearby cultural events. Its keycards are designed by artists and are considered collectible. Le Méridien hosts art exhibits and lectures so that "when a person leaves the hotel, they have a feeling that their life has been enhanced".
• Designers becoming the artists of business, creating success through 'applied art' -- as seen in the success of Karim Rashid's Kurv, Kone and Kruz vacuum cleaners for Dirt Devil.

Home as haven

The harsh realities of the economic downturn are creating a collective need to refocus on things that really matter, rather than 'stuff', and on connections with family and friends. The doorway of the home marks the way to familiarity, comfort, joy and connection. Home becomes a heavenly haven through transformational elements that let rooms serve multiple functions. Much like an iPhone -- which is a phone, camera, mini-computer, GPS and game player -- rooms require multi-functional flexibility as we stay home more.

The implications for brands are significant. As budgets tighten, the design ethic going forward will be 'flexible reinvention'. A living room is for cocktails, but also a place where the family gathers for movies, games and reading; seating and tables must be reconfigurable. Bedrooms and dining rooms serve their primary purpose, plus other functions, such as home office. Watch for:

• Low stools and benches that serve both as seating and tables.
• Lamps with several settings and adjustable arms for different needs.
• Sofas that reconfigure, breaking into chairs, daybeds, loungers or sleepers.
• Dining tables transforming into desks.
• Room screens that instantly transform one space into another.

The visual language of "flexible furnishings" will emphasise comfort without harsh lines or angles. We want creature comforts with human-friendly forms. Brand examples include Apple TV.