Modern marketing efforts are mostly based on the analysis of consumer psychology and behavior. This kind of analysis has proven very effective in reaching consumers with messages about products, services and brands. However, this kind of marketing, taken by itself, can offer an incomplete picture of consumer behavior. It leaves out the cultural factors that influence and often change consumer behaviors. By paying attention to these cultural insights, marketers can get ahead of the curve and offer messages that anticipate changing consumer attitudes rather than simply responding the present needs and wants of consumers. The ability to anticipate future consumer behavior can give marketers a serious competitive advantage in today’s marketplace.