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'Jesus phone' marks genesis of change

Neil Shoebridge (AFR) | Dec. 15, 2008
Apple's iPhone leads the list of top products for 2008, according to an Australian Financial Review survey.

"Conspicuous consumption may well be replaced by responsible consumption. That will offer marketing opportunities: people will want to be seen doing the right thing and associated with brands and products which reflect their take on enoughism.

"Many savvy marketers are already on to this trend, as evidenced by the swag of "sustainable" products and campaigns hitting the market and some of the hideously expensive upscale products made from recyclable materials," Stewart says.

The best - Media and marketing executives' views on 2008    

Best new product    

1 Apple iPhone

2 Four'n Twenty Magic Salad Plate

3 Barack Obama                

4 Nestlé Green Blend coffee                

5 Digital video recorders                

Most important consumer trend   

1 Growing use of 3G mobile phones                

2 Rise of online social networking                

3 Enoughism                

4 Lack of confidence                

5 Going back to basics                

Best marketing campaign                    

1 Barack Obama                

2 Australia, the movie                

3 Tourism Australia's link to Australia, the movie                

4 Vodafone Fold                



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