After years in the wilderness, society is again valuing Stay-At-Home Mums. As a result, women now feel more comfortable choosing to reduce work hours and even to stay home completely. Products which talk about rediscovering the joys of motherhood are popular again & performing well.

A fallout from a less safe and secure world has been the desire to enjoy life for the moment, losing yourself in the experience. Apple has tapped into this emerging trend perfectly with i-Pod communicating an intense musical experience rather than focusing on the newness of the technology

As we move into the new millennium our demands reflect comfortable living standards. There is a clear rise in premium tastes and hedonistic self treating. Even frozen foods need to be 'Restaurant Quality' to entice the young singles market used to enjoying the best of the best.

Infant products which use messages about maternal protection are likely to perform well because the expectation that "mother will want to protect child" is so strongly ingrained in our social value system.

For youth, technology shorthand's freedom. The Internet is freedom of information, mobile phones offer freedom of movement, computerized "everything" means experience what you want when you want - restart, redo, play again!

Homemade has become a sought after commodity in food products given the decreasing amount of time mum spends at home. Claims such as "like" or "as good as" homemade have instant appeal & shorthand "time, love".