A LUV shaped recovery for the world economy:

L for the West

U for  the US

V for Brics and the ‘next 11′

In a business and media world obsessed by synthesis and simplification this is a  a good insight into the mind of Martin Sorrell whose Group WPP which is firmly focused on the V stating: ‘brand investment is still in check, particularly in the West’

What does this mean for approaches to sustainable consumption?

For me, it means the focus for anyone interested in frames, identity campaigning and sustainability needs to be exclusively on these V countries attracting companies like WPP in their droves.

Consumers in the West, overleveraged, and worried about employment prospects just cant spend like they used to…

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Quote from FT money supply blog today…

‘The more imminent risk, though, surely is ultra-easy policy in the US, eurozone, UK and Japan helps to fuel asset price bubbles in emerging market such as China, Brazil and India – and small industrialised economies that largely escaped the crisis such as Australia.’