Many Western workers, no matter where they work or live, will be required to become their own personal brand. The real threat of the outsourcing of white-collar jobs to India and China will mean that the Brits, the Germans, the French and even more Americans will be forced to run their own businesses. The consequence of this will be significant, causing a gravitational shift away from external consumerist influences to entrepreneurial ones.
Brands proficient in understanding this subtle emotional difference will have a huge market to tap into.
via TP! Wire Service.