The end of one year and the beginning of a new one always brings two things, guaranteed: A proliferation of television montages celebrating the 365-day period that just closed, and plenty of predictions about what the next 365 will bring.
For obvious reasons (it's the economy, stupid!), hopes for '09 aren't exactly high. Still, this piece in the San Jose Mercury News contains some interesting forecasts, including this: a "female economy," ruled by a growing number of women who serve as chief breadwinners and heads of their households, will emerge. And that could help us start to crawl out of the financial crisis in which we're currently wallowing.
That prediction comes courtesy of Marian Salzman, a futurist and trendspotter (i.e. someone who gets paid to think about stuff). "We've never gone through a
recession with so many female heads of household before," she tells the Mercury News. "By definition,
that is a big change."
So what does that mean? Well, apparently more women are calling increasingly crucial shots about consumer spending. And that could cause more companies to start catering their products and marketing pitches to the female side of the spectrum. Interesting scenario, considering that men are still running much of corporate America.
Still, it's an empowering notion. We working moms, we Wonder Women minus the golden lassos, we Enjoli ladies of 2009 could be the heroes that save America from financial ruin! That is, of course, if Salzman's prediction turns out to be right. She also thinks that shallowness is out. As she puts it: "Caring about your Manolos and your $250 haircut are gone, maybe forever." Frankly, I only buy one half of that. Yes, thrift may be "in" right now, for obvious reasons. But nothing is ever "out" forever. That comment reminds me of all the gas baggery after 9/11 about how irony was dead and buried for all eternity, a prediction that proved false roughly 30 seconds after it was made.
So Salzman, wise as she is, could be wrong. Still, wouldn't it be cool if she turned out to be on target and, for a little while at least, women actually did rule the financial world?
Image: Cinema Retro
