What’s that saying; two things you can be sure about in life is death and taxes. May I suggest that the other inevitability is change.

Civilisations come and go, fashion and cultural trends rotate and someday we’ll all turn into robots. In the mean time, the global economy is imploding and the 99% are voicing their opinions on an economic system that has a few inherent flaws.

So where does this leave advertisers? Well it’s clearly not a time to only ‘sell’. One good and jolly sensible reason being that there's generally less money flowing in the 99% sphere. This means an opportunity for communications that engage and create dialogue.

Inspired by some art house sensibilities, Motorola have started the conversation with a series of ads that pose an existential question of ‘What does Abundance mean to you?’.

Featuring a range of Japanese creatives and thinkers, each one in turn answers that very question. An interesting and innovative strategy that proves particularly poignant given the Japanese peoples' attempts to recover from national and personal tragedy.

In times of uncertainty, nostalgia is often the prescribed remedy. An alignment with an audiences real concerns though, has to be the future. I'm not sure how radical the 'brand message' will get over on this side of the pond, but the consumers appetite [and taste] is slowly changing; becoming just that little bit more discerning.

Leading brands of the future will have to extend the idea of purpose to more than CSR policies, making them integral to their brand values and indeed communications.