ABSTRACT
How is it possible to look ahead in an environment of change, complexity, and conflict? The premises of micromarket analyses of demand err in ignoring the macrocontexts of global capitalism. Economic megaperspectives include capitalist investment that drives supply, investment biases that produce imbalances, and the commodification of leisure. The future promises little change in macro-level investment even when micromarketing becomes more sophisticated and segmented. Capital will continue to be concentrated and create markets of style and consumption-based immediate return. Finally, market rather than individual alternatives are proposed.
