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Cool Lifestyle

As technological change drives globalisation..
As post-industrial ways of living spread..
As the balance of power shifts towards developing countries..
Creativity emerges as a key factor in development..
Cultural trade grows rapidly..
Creating stark new challenges for business and the arts.

Aspirational advertising in Belgrade, Serbia.

The promise of personal and social freedoms that young people experienced in western pop music from the 1960s onwards was a key factor in the fall of communism in Europe in 1989. The Arab-world uprisings of 2011 are being driven in part by similar aspirations that have been brought to young people by the internet.


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