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GENERATION NOW
The power of living in the moment
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LOWE COUNSEL FUTURE SIGNS
PROVIDE A WINDOW ONTO THE
FUTURE DIRECTION OF THE
MAINSTREAM, SIX MONTHS TO
TWO YEARS AHEAD. THESE CAN
REPRESENT MACRO SHIFTS IN
CONSUMER BEHAVIOUR AND
ATTITUDES OR MICRO SHIFTS
RELATING TO A SPECIFIC
CATEGORY, TERRITORY OR
TARGET AUDIENCE GROUP.
Our Future Signs series of publications
provides colleagues and clients withimplications of how a specific Future
Sign will impact consumer and
category behaviour.
Counsel monitors these changes as
they emerge and charts their evolution
and impact on the mainstream. Not only
do Counsel Future Signs represent
the evolution of existing macro trends,
but they also represent the seeds of
future mainstream attitudes and
behaviour. In a world of information
overload, access to accurate and
concise trend information and the new
ideas contained within offer valuable
insight, which can create a business
advantage. Being able to respond
THE MARKETING INDUSTRY NOW
ACCEPTS THE SIGNIFICANCE OF
LEADING-EDGE INTELLIGENCE IN
DETERMINING FUTURE CONSUMER
TASTES AND BEHAVIOUR.
Globalisation has created an
environment where new ideas and
behaviours are generated and adopted
on a global level. Certain cities and
countries act as leaders of emerging
trends and can provide insight into
those yet to enter the mainstream.
A combination of these forces and thereality that most product development
and marketing planning processes are
timed in years rather than months
means brands and marketers need
to be in touch with emerging Future
Signs in po pular culture.
Finding a way of seeing into
the future has become the aim of
brands wanting to build successful
consumer relationships. Being able
to provide consumers with what they
want, when they want it, communicated
to them in a way that is relevant to
them is one of the key challenges
for contemporary brands. To do
this successfully they need tobeone step ahead.
WHAT IS A
FUTURE SIGN?
WHAT IS
COUNSEL?
COUNSEL IS LOWE AND PARTNERS
CULTURAL INSIGHT AND ANALYSIS
CONSULTANCY.
Counsel is dedicated to identifying
and understanding global and local
emerging shifts in consumer attitudes
and behaviour. By identifying key
cultural and behavioural foresights
(Future Signs) we help frame and
shape the development of our
clients brand and communication
strategies. Our data analysis
capabilities enable us to also helpclients predict and evaluate the
effectiveness of those strategies.
Extensive experience working with
many of the worlds leading brands
is augmentedby our network of over
3000 leading edge and mainstream
consumers in over 55 key cities around
the world. Accessing our global
Thought Leader network helps clients
to navigate and prepare in the ever-
changing business and consumer
landscape. Coupled with research,
econometric and quantitative analysis
skills, Counsel is uniquely placed to
help our clients understand their
target consumers and markets.
COUNSEL
METHODOLOGY
appropriately to emerging trends can
enable brands to gain relevance, build
connection and ultimately become part
of the contemporary culture context.
All Counsel Future Signs are supported
by statistical and other quantifiable
data, which provide additional evidence
of how the influence of individual trends
is manifested by consumer attitudes
and purchase decisions.
LOWE COUNSEL / FUTURE SIGNS 20143 4
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A COMBINATION OF SPEED OF CHANGE AND
TECHNOLOGY-FOCUSED ALWAYS ON CULTURE
IS FORCING US TO PLACE AN INCREASING
EMPHASIS ON WHAT IS HAPPENING NOW.
As Einstein discovered, our relationship to time is
relative and subject to change depending on ourvelocity. There is a perception that time moves
more quickly in the present than it did in the past.
Digital theorist Douglas Rushkoff calls the
phenomenon Present Shock to explain how
modern society has re-orientated itself around the
present. Our continual exposure to u nlimited and
unfiltered data comes at a price. The digital world
gives us so much information so fast, we can no
longer turn it into knowledge, much less wisdom,
resulting in a diminishing ability to contemplate
anything that is not happening now. Forty years
ago Alvin Toffler wrote Future Shock, which
helped define the age; now we are living in a state
of Present Shock. Today it is all about the n ow
If the end of the twentieth century can becharacterized by futurism, the twenty-rst
century can be dened by presentism.[1]
- Douglas Rushkoff, Present Shock
THE ACCELERATION OF CULTURE IS NOW
SO RAPID IT MEANS WE ARE CONSTANTLY
ADAPTING TO LIVING WITH CHANGE AND
UNCERTAINTY. WHAT TOOK GENERATIONS
TO ACCOMPLISH IS NOW ACHIEVED IN LESSTHAN A DECADE. EVERYTHING IS QUICKER,
FASTER, MORE NOW.
Predictive text and search mean we no longer
have to finish off sentences or even thoughts.
In the last ten years emails and websites have
given way to pings with blogs giving way to
Twitter feeds and Snapchat.
The next ten years will see continuing increases
in job market instability, housing bubbles, Twitter
uprisings, population migration and climate change
in both developed and emerging markets.
According to The New York Times a graduate
in 2007 could expect to change jobs 11 times,
and their skill set at least three times in the course
of their professional career. When the future is
so fast and unpredictable its not surprisingthat
people are choosing to focus o n the present.
While Moores Law (the continuing increase in
computer processing ability) and the nu mber
or patents are all increasing, product lifecycles
continue to shorten. During the last few years
dating has evolved into a hook up culture and
pop-ups are now a permanent fixture in the
retail landscape. Everywhere we look there are
examples of things speeding up and cycles being
condensed. Societys techno-social systemsare becoming ever faster and more computer-
orientated. Far from simply generating faster
versions of existing behaviour, this speed-up is
generating new behaviours as humans lose the
ability to comprehend and intervene in real time.
Huge profits in stock trades are now dependent
on having millisecond advantages related to
information and prices. Few people have the time
or the capacity to think abou t the long term.
Our ability to look forward is that much
harder because of the acceleration of
change that has taken place throughout
the 20th century, but particularly in the lastcouple of decades as digital technology
has changed the speed and scale of
human communication.[7]
- Henry Jenkins, Professor of Communication, Journalism,
and Cinematic Arts, USC, writing in Forbes magazine
SHOCK OF THE NOW
Main Image:[8] Everything is quicker, faster and more now!
RESPONDING TO CULTURALACCELERATION (Speed of Change)
Front Page: [2] Cliff Jumping at Kamari Beach. Previous Page:[3] Shibuya
crossing, Tokyo. Top + Below:[4+5] The always on generation is
increasingly forced to focus on the now. Right:[6] Present Shock by
Douglas Rushkoff talks about the shock of the now.
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FOMOPHENOMENON(Fear Of Missing Out)
THE HUGE INCREASE IN SOURCES OF ALWAYS
ON INFORMATION GENERATED BY SOCIAL
NETWORKS IS TURNING PEOPLE INTO
INFORMATION JUNKIES.
FoMo Fear Of Missing Out can be defined as the
anxiety that an exciting or interesting event may
currently be happening elsewhere. According to a
study into FoMo by the University of Essex in the
UK: Twitter followers and retweets provide the
indirect measures people use to quantify their
importance and the reach of their personal brand.[17]
People seek out the new and the now to alleviate
the fear of missing out and to acquire status through
social media.
The ability to take any thought or picture andimmediately bring it to the attention of an expansive
web of friends and acquaintances is the essence
of the social media experience. This is now a way
of life for the generation born in the late 80s and
through the 90s. Friendships are formed through
these connections and shared experiences to the
extent where it is hard to imagine life without a
readily available source of reassurance.
WHILE THE IDEA OF INSTANT GRATIFICATION IS NOT
A NEW CONCEPT, DEVELOPMENTS IN TECHNOLOGY
ARE DRIVING PEOPLE TO BECOME INCREASINGLY
DEMANDING AND IMPATIENT.
Smart phone apps now eliminate the wait for a cab,
date, or a table at a hot restaurant. Movies and TV shows
stream in seconds. The demand for instant is seeping
into every corner of our lives. Amazon, Net-A-Porter and
Wal-Mart are all embracing this growing impatience by
offering more same-day delivery services.
According to Narayan Janakiraman, Assistant Professorof Marketing, University of Texas: Our expectation of
instant has become faster, and as a result, our patience
is thinner.[12]
Unlimited access to information and the desire for
external validation is altering behaviour. A limitless
source of knowledge and opinion has expanded the
possibilities for many, but this information and sensory
overload is affecting our personalities in ways that are
not always obvious. We are increasingly living with
what neuroeconomists call temporal discounting.
Our brains are becoming hard-wired to crave instant
gratification. When we buy something we want, it
triggers our pleasure sensors. Conversely, participating
in more long-term thinking and behaviour, such as
saving, has declined significantly over the last 30 years.
The US Department of Commerce Bureau of Economic
Analysis found that Americans personal saving rates
the percentage of disposable income saved declined
to 3.6 percent in 2012, down from 9.7 percent in 1982.
Immediate gratication is the default response.
Its difcult to overcome the urges and (learn) to be
patient and wait for things to come over time. [13]
- Darrell Worthy, Assistant Professor of Psychology, Texas A&M University
INSTANTGRATIFICATION:Everything, all the time, now
Top + Right:[14+15] Too many options, we are worried about missing
out.Above:[16] Social media can become an obsession.
Above:[9] Net-A-Porter offered same-day delivery with StndAIR
in The Hamptons for a limited period. Below Top:[10] Apple TV brings
instant streaming into our homes. Below bottom:[11] Large
infrastructures are needed to support these services.
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THE IDEA OF BEING PRESENT, BEING IN
THE HERE AND NOW IS INCREASINGLY BEING
USED TO DESCRIBE A POSITIVE RESPONSE TO
INFORMATION OVERLOAD AND THE CONSTANT
DISTRACTIONS OF DIGITAL COMMUNICATION.
In a world of constant distractions, learning to
live in the moment can be valuable in promoting
wellbeing and have a positive effect on society.
Our growing interest in living in the moment can
be seen in relation to the mindfulness movement.
Psychologists define mindfulness as a state of
non-distraction characterised by full engagement
with our current task or situation. By learning to
focus on the now, we are able to free ourselves from
past regrets and future concerns, which has been
proven to have a positive effect on mental health.
A recent study published in the Psychological Science
Journal explored the impact of mind wanderingand while it may not be a seriou s issue in many
circumstances, in tasks requiring attention, the
ability to stay focused is crucial. Pop psychologist
Eckhart Tolles bestselling book The Power of Now
is based around this idea and reflects many of the
central themes of Buddhist teaching, specifically
that mindfulness can lead to enlightenment.
Spontaneity is also seen as an aspirational state of
mindassociated with confidence and status. Many
see having the ability to act spontaneously as an
indicator of having both time and money. The growth
of mindfulness can also be seen in relation to the
increase in spontaneous behaviour, partly enabled
by technology. Studies show that more people
around the world are seizing the moment by
taking last-minute holidays.
According to a 2013 study by the online travel
company Expedia, nearly all US adults (92%)
consider themselves at least a little spontaneous.
Nearly half of US adults admitted to impulse
shopping (49%), or paid it forward by treating
someone else with something kind (49%) while
approximately one third took last-minute trips
out of town (30%). [23]
IS YOLO A POSITIVE AFFIRMATION OF CARPE
DIEM (SEIZE THE DAY) OR AN EXCUSE TO
EMBRACE IRRESPONSIBLE BEHAVIOUR?
Either way YOLO (You only live once) has become
a shorthand mantra that defines youth on a certain
level. YOLO is being used as a battle cry an d
means of justifying youthful, crazy and sometimes
irresponsible behaviour. It is abo ut celebrating
being young in its purest sense.
YOLO, as its currently used in popular culture,
represents a modern update on the tradition
beginning with carpe diem. The ancient Roman
poet Horaces famous phrase is about seizing
the day. YOLO is about justifying it. The yolo.com
website says: YOLO should not be an excuse to do
something YOLO stimulates you to do something
crazy, something youve never done before.[18]
Interestingly FOMO and YOLO represent both
driver and response to the cultural desire torefocus on the present.
Usage of YOLO has been propelled by multiple
references in global pop music. It reflects both the
desire for living in the moment and the compulsive
need to share that define the post-millennial
generation. Interestingly #YOLO moments, by
nature of using the social media hash tag, are all
about sharing. They provide a way of making
everyday decisions and activity significant.
Jenny Garrett in The Huffington Post says that YOLO
moments are often deemed as rare, significant,
life-changing events to be grasped with both hands.
Instead she sees them as frequent, omnipresent
events that we choose to make meaningful. [19]
The #YOLO terminology has already become part
of youthspeak, appearing on college application
forms and spawning numerous parodies, most
notably from US TV show Saturday Night Live.
Live While We are Young[20]
- One Direction
Top:[24] Living in the now.Above:[25] The Tinder dating app matches
users with people nearby for instant hook ups.
Y LO O
Top + Above:[21+22]The YOLO battlecry justifies youthful, crazy and
sometimes irresponsible behaviour.
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A battle cry for the post-millennial generation
Embracing
mindfulnes
s&spontan
eity
BEHEREN
OW
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IMPLICATIONS
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WE ARE SEEING BRANDS AND MARKETERS RESPONDING
TO THE GROWING NEED FOR PEOPLE TO REGAIN
CONTROL AND BETTER MANAGE THEIR PERSONAL
TIME WITH A HOST OF LIFE OPTIMISING SOLUTIONS.
A recent survey by Wolff Olins and Flamingo identifiesthis new attitude towards time. It says: People are looking
for ways to control the flow and get things when they
want them, and on their terms.[35]
We are seeing the development of apps that analyse
personal and environmental data and help people to
prioritise certain tasks, reward positive behaviour and
suggest optimal times to conduct certain activities.
Foresee a new app created by BorderLeap suggests
optimal times of the week for particular activities. Using
a number of metrics such as weather, time of day, location
and learned user preferences for particularly activities such
as running, hiking, cycling, walking the dog, swimming,
gardening and other outdoor callings, the app is then able
to advise the best time and a place to indulge in them.
Meanwhile, Offtime takes a fresh perspective on personal
time management. This growing trend for tech-free timeout
is a theme we explored in more detail in our 2013 Future
Sign Esc. The Offtime app manages and filters incoming
calls and messages in a curated and customised way. Users
can choose to block all work emails or calls on weekends
to allow them to focus on important real-life stuff. The
application responds automatically to callers, and also lists
all the missed activities on the phone for later reference.
Another interesting app applies the principles of instant
gratification and behavioural economics to make long
term activities like losing weight or saving more enjoyable
and rewarding. ImpulseSave encourages individuals to
save through an app, which tracks spending and sends
congratulatory messages when users cut costs. This
supports behaviour that contributes to a long-term
goal and provides immediate feedback.
Its instant gratication that were giving
People have a need for immediacy that they
dont normally see when theyre saving money.[36]
- Phil Fremont-Smith, founder of ImpulseSave.
OPTIMISING LIFEHelping people seize the day
Above:[32] Benirras Beach, Ibiza Below Left:
[33] Foresee suggests new ways to optimise
peoples offline behaviour times for particular
activities.Below:[34] ImpulseSave helps users
to save money by rewarding them instantly.
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LIVING IN AN INCREASINGLY ON DEMAND
WORLD WHERE EVERYTHING NEWS,
PHOTOS, MUSIC, MOVIES IS AVAILABLE AT
THE PUSH OF A BUTTON, CONSUMERS NOW
WANT THE SAME AMENITIES AVAILABLE TO
THEM OFFLINE
Flash sales and online limited edition/time-sensitive offers are becoming a permanent
fixture in the retail landscape, reflecting the
trend of instant gratification. Online sales
channels have been particularly successful in
exploiting consumer urgency to convert sales.
Retailers are realising there is profit in impatience,
expanding same-day delivery services to cater
for a generation of consumers who want it now.
Wal-Mart and eBay are currently challenging
Amazon in the category by offering same-day
delivery. In certain areas, shoppers can place
an order by 11 a.m. and, for an $8.99 fee plus
99 cents per item, have it that day.
Additional services like Instacart available in
San Francisco, and new app Pocket Shop inLondon offer same-day delivery of groceries
from major supermarkets. These services are
powered by a local network of pedestrian pickers
who do the carrying on foot in an attempt to
avoid traffic, cut carbon emissions, and avoid
incurring high costs for the bu siness.
Creating urgency can affect consumer behaviour.
Time-sensitive messages can make us feel
strangely optimistic and even important. Times
a wasting, you only live once, and you have
agency to push back against the frantic
busyness of todays world. Work by Scott D.
Swain and Lisa J. Abendroth of Boston University
and Richard Hanna of Boston College discovered
that advertising campaigns that create a sense
of urgency actually increase purchases.
The continuing global success of pop-up retail
demonstrates the appeal of temporary, limited
edition spaces and products. UK fashion
designer Henry Holland launched a mobile
flagship store created to celebrate the launch
of House of Hollands e-commerce site. The
designer transformed a traditional ice-cream van
named Mr Quiffy after the designers famously
voluminous hairstyle into a multicoloured touring
pop-up shop selling a limited edition collection.
Pop-up shops are proliferating. Theyre cheaper
than the alternative, easy to execute and supermobile, with the ability to roam from city to city,
hitting only the spots where theyll have the most
impact. More and more established brands are
using pop-ups to generate interest and cater to
consumers desire for the new. Starbucks recently
opened its first pop-up only coffee bar in Tokyo
in an attempt to challenge the fierce competition
in the Japanese coffee market. Pop-ups offer
brands the chance to experiment with unique
concepts and ground-breaking design.
The industry is evolving all the time and
initially opening as a pop-up works for us.
It might not work forever but it is a model
we have chosen and it allows us to dip our
toes into the water and test it before wetake any risks.[53]
Nigel Grant, Brand Director, Pretty Green
TIME-SENSITIVE SALES AND POP-UPS
Top Left:The Artizen pop-up shoe store in Istanbul. Left:[54]
Fashion designer Henry Hollands pop-up ice-cream van mobile
store.Above:[55] Starbucks first pop-up coffee bar in Tokyo.
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How can you help people to make the most of thepresent, be spontaneous and enjoy the moment?
Consider incorporating time-sensitive, responsive orreactive brand communications as a way of drivingengagement, social media reach and cultural relevancy.
Are there specific events or naturally occurring socialphenomena that could provide seeds for consumerand brand conversations?
Integrate live social media content into traditionalmedia campaigns to enhance immediacy and relevance.
Could you develop or partner with an app likeForesee that enables people to optimise theirlives more efficiently?
Use instant gratification to reward long-term activity.
Think about the benefits of encouraging people todisconnect from digital technology for set periodsof time.
Embrace the creative potential of temporary messagingapps like Vine and Snapchat that encourage people tobe more experimental and spontaneous. Theyre greatfor time-sensitive messaging and to communicate asense of urgency.
Could you encourage people to temporarily turnoff their digital devices in order to better participatein live social activities?
Recognise the growing power of being present -how could you help people to reduce distractionsand live more in the moment?
Being able to participate in spontaneous activities/travelremains a dream for many. How could you facilitate thisfor your consumers?
Feed the need for exclusivity and instant gratificationwith time-sensitive offers and limited editionretail events.
GENERATION NOW BRAND CHALLENGES
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1. Douglas Rushkoff (2013) Present Shock.
rushkoff.com
2. Cliff Jumping at Kamari BeachSantorini.
soflyinmybowtie.com
3. Shibuyafc05.deviantart.net
4. Michael Carney(2012) Younity skips storage limits,
making all your files available on all your devices
pandodaily.com
5. Carsten Nicolailive allHangar.
artslife.com
6. Douglas Rushkoff (2013) Present Shock. rushkoff.com
7. Henry JenkinsOn The Acceleration Of Change
forbes.com
8. Fast Paced Industrysujanpatel.com
9. Kelli Delaney (2013) KDHamptons Fashion: Forgot
to Pack Your Hamptons Party Dress?
NET-A-PORTER.COM Will Fly One Here For You ~
Same Day! kdhamptons.com
10. Apple TVtechhive.com
11. Warehouse placementapm.files.wordpress.com
12. Christopher Muther(2013) Instant gratification is
making us perpetually impatient.
bostonglobe.com
13. Christopher Muther(2013) Instant gratification is
making us perpetually impatient.
bostonglobe.com
14. Apartment Block with Balcony Poolsin Mumbai.
media.oregonlive.com
15. FOMO Pillowskai.gr
16. Erin Coulehan(2013) If Were Going To Have
Couples Apps, Were Going To Need Breakup Apps.
slate.com
17. Claire Cohen (2013) FoMo: Do you have a Fear of
Missing Out? telegraph.co.uk
18. YOLO yolo.com
19. Jenny Garrett(2013) When Was Your Last YOLO
Moment? huffingtonpost.co.uk
20. One Direction Live While We Are Young.
onedirectionmusic.com
21. Travellers on a beach
statravel.com
22. Crowd Surfing 30daysout.files.wordpress.com
23. ExpediaSurvey Shows Mobile Travel Bookings May
Indicate a More Spontaneous Lifestyle.
prnewswire.com
24. Place Hackingplacehacking.co.uk
25. Tinder uvureview.com
26. Heineken Departure Board. alourbano.com.br
27. Oreos Blackoutabcnews.com
28. Coca-ColaHappiness Table Promotes Eating
Together. motivators.com
29. Mini CooperWorks Advertisement.
marketingfacts.nl
30. Lucy Tesseras(2013) Live in the moment.
marketingweek.co.uk
31. How Oreo Won the Social Media Bowl with a Single
Piece of Contentblog.360i.com
32. Benirras Beach Ibiza
duranvirginia.files.wordpress.com
33. Victor H(2013) Best new Android, iPhone and
Windows Phone apps for June 2013.
phonearena.com
34. Impulse Save amazonaws.com
35. The New Mainstream gamechangers.wolffolins.com
36. Christopher Muther(2013) Instant gratification is
making us perpetually impatient. bostonglobe.com
37. Christine Lagorio-Chafkin (2013) Dont Credit
Sexting: How Snapchat Actually Took Off.
inc.com
38. Snapchat Logo
snapchat.com
39.Albert Costill (2013) These 7 Brands Prove That
Snapchat Can Be A Useful Tool.
searchenginejournal.com
40. Brian De Los Santos (2013) Swinging From 140
Characters To Six-Second Videos, Twitter Launches
Vine npr.org
41. eBay Nowblogs.icemd.com
42. Lexi Brown(2013) So Monday.
carat.co.uk
43. Michael Hann(2013) Yeah Yeah Yeahs launch
pre-emptive strike at phone-wielding gig-goers.
theguardian.com
44. Bands urge fans to ditch phones(2013).
japantimes.co.jp
45. Salve Jorge Bar The Offline Glass.
fbexternal-a.akamaihd.net
46. Caroline Tell (2013) Step Away from the Phone.
nytimes.com
47. No No No
showbizgeek.com
48. Phubbing: The term that defines Anti-Social Act of
Phone Use(2013). jagranjosh.com
49. Loulla-Mae Eleftheriou-Smith(2013) BA launches
digital platform to help consumers picture your
holiday. marketingmagazine.co.uk
50. Vodafone Still from #Hashtag Holidays Teaser.
erwinverweij.nl
51. Vodafone Still from #Hashtag Holidays Teaser.
erwinverweij.nl
52. Heineken Departure Board alourbano.com.br
53. Sandish Shoker(2012) Pop-up shops spreading
across UK. bbc.co.uk
54. Ypsilon TasarimArtizen Pop-up shop Istanbul.
retaildesignblog.net
55. Fashion News House Of Holland Goes On Tour In
Mr Q uiffy. groomedandglossy.com
56. Eleanor Warnock(2012)
wsj.com
GENERATION NOW
CREDITS
COUNSEL WOULD LIKE TO THANK
THE FOLLOWING PEOPLE FOR
THEIR HELP AND SUPPORT:
Tony Wright, Charlotte Rivers,
Peter Glanvill, Mihir Warty,
Jeani Rodgers, Karen Eriksen,
Leo Walton, Fiona Thompson
About:
lowecounsel.com
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@lowecounsel / @zoelazarus
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