What needs and priorities define the contemporary American consumer? The Future Foundation took a look at some key trends shaping modern life, and using its findings, selected four startups the research firm feels will appeal to these consumer needs and desires.
"They all skirt the boundary between the real world and virtual world in ways that suggest that very boundary is breaking down. They all help people take control of their lives and its objectives, and they all propel real trends. That’s why we’re watching them with keen interest," said Meabh Quorin, managing director of the Future Foundation. "When a startup addresses actual changes in consumer behavior, it’s not just an innovation; it’s a solution."