The : Future : Laboratory - The Immortal Brand

'As business leaders realise that the lifespan of the average Fortune 500 company is only 50 years, they are remaking brands in the shape and philosophy of Long-Near thinking. This affects everything from how brands are made to how they are distributed, sold and communicated to customers'.

A Driver - Short-Termism
Our inability to plan for the long term is ruining our present. Nearly one-third of working age Americans have no retirement savings or pension, while household saving in the UK has dropped to about 6% from 12% of available resources, since 1997.

Impact - V-commerce
A combination of millennial angst and the search for differentiation in an increasingly competitive marketplace has driven an unexpected retail trend. A new raft of disruptive, ethical start-ups is showing that taking control of your supply chains can be they not only to efficiency, but to longevity and marketing success.

Consequence - Immortal Brands
Death is an unavoidable facet of long-term thinking. Brands that aspire to be immortal must be able to confront the mortality of their customers. Brazilian football club Corinthians is building a 70,000 plot cemetery where fans can spend eternity buried next to their favourite players, marketed under the slogan 'for those who are fans from the beginning to the end'.