A home breaker of the century: its impact on the advertising, media and consumption

Abstract

Society is undergoing a permanent change. Furthermore the speed, complexity and depth of the social and economic changes we are presently living through, lead us to a scenario of uncertainty and risk. In this context anticipating emerging working patterns becomes a basic starting point to identify opportunities and foresee potential threats. The aim of this article is to show a reflection on the impact that such new scenarios have on the media, on advertising and last but not least, on consumption in its widest sense.