The Obama Effect How Obama is Shaping and Reflecting Nine Macro Trends in 2009

1. Brand Omnipresence

President Obama's weekly addresses are posted to YouTube and the White House site. Like FDR's "fireside chats" on the radio, Obama is pioneering the use of a new medium to reach his audience. His first YouTube address has garnered nearly a million views. On Twitter, Obama has sent out more than 260 Tweets to 144,000 "followers." During his campaign, Tweets updated supporters on his whereabouts, e.g.: "At a rally in Cincinnati; watch it live here on the Web," "Unveiling my economic recovery plan for the middle class in Toledo." YouTube Chats Between Tweets

Friending and Flickring On Facebook, President Obama has more than 4 million supporters and 500,000-plus wall posts. On Flickr, Obama has more than 700,000 contacts; countless others also browse his photos.

2. The Collective Consciousness

How Obama Is Shaping It By championing the idealistic and communal aspects of the American Dream, a "We're all in this together" ethos, and the use of community-building technological tools, Obama is helping to shift the focus from individualism, consumption and fame to the collective-driven notions of community and working for the greater good. What is required of us now is a new era of responsibility—a recognition, on the part of every American, that we have duties to ourselves, our nation and the world, duties that we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character than giving our all to a difficult task. This is the price and the promise of citizenship. — Obama's inauguration speech, Jan. 20, 2009

Obama's election victory was due largely to the organization and fervor of his supporters on the grassroots level. His campaign was able to raise $600 million from more than 3 million people, mainly through small contributions over the Internet. Volunteers were trained and organized through his social networking site, my.barackobama.com. This sort of collective, grassroots organizing is likely to serve as a model for other causes and candidates. Photo credit: Pew Research Center Grassroots Organization A 2008 Pew poll found that just under half of American adults use social networking to organize with others for an event, issue or cause.

3. A Post-Racial Nation

Are you or a family member married to or living with a partner who has a different race/religion/ethnicity? (Percent of those responding 'yes' below.) A January Newsweek poll of 1,200 adults found signs that multicultural relationships are becoming more common compared with the mid-'90s ... ... and more widely accepted. Do you approve or disapprove of marriages between people of the following different racial and ethnic backgrounds? (Percent of those responding 'approve' below.) A More Blended Society

4. Makeover for Brand USA

Photo credit: Pew Research Center Favorability ratings also fell in the rest of the world, especially in Middle Eastern and central Asian nations. The Trend (Cont’d.)

5. More Under One Roof

6. Affordable Chic

7. The Energy Race

8. The Green-Collar Class

9. Brand Obama

Thank You Ann M. Mack Director of Trendspotting JWT Worldwide [email_address] www.jwt.com www.jwtintelligence.com