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David Jones describes the evolving social landscape in which companies and brands will operate. Good behaviour will be required by more discerning consumers, placing demands on companies never previously experienced.

The waistlines of the West are getting larger, with increasing numbers of people in the US, UK and Australasia described as clinically obese.

No sooner has the GoCompare opera singer been silenced than we have the TopCashback man, dressed in the world’s weirdest outfit - neon colours and those awful nappy trousers that sometimes look cool on young women but never, never on overweight me

At the end of World War Two the entire structure of the world had changed. Everything previously hinged on the European powers: France, Britain, and Germany. Now small European countries with large empires abroad were obsolete.

43% believe Gordon Brown was the worst recent Prime Minister since 1979, David Cameron was the second worst at 17%, Tony Blair was voted by 11%, John Major, 10% and Margaret Thatcher 7%.