Good question. What is the zeitgeist in which we live and operate?
Zeitgeist is a composite German word. Zeit is time. Geist is spirit. The collective meaning relates to the spirit of the time.
The underlying sentiment and contention is that each period and era has a unique spirit, a nature that sets it apart. It fosters a collective attitude or outlook for the people.
Post War Baby Boomers will relate to the swinging 60s. That period is categorised with Carnaby Street (fashion), The Beatles, Woodstock (musical festival), Black (American) rights and consumerism.
Cultural, religious and intellectual forces held together an inner unity across society.
More recently, the Covid19 pandemic of the early 2020s developed a spirit of depression, denial and suppression.
It was borderline panic, which instrumentally affected behaviour, expenditure, perceptions and beliefs.
At present, the prevailing Zeitgeist projects a sense of chaos, a product of the volatile, fluid geo-political reality with references to Gaza, Ukraine, Iran, Venezuela, countless conflicts, trade tariffs, antisemitism and national turmoil in Sudan, Iraq and Myanmar.
Recognising, analysing and understanding such covert and overt influences which determine the context in which commerce is being transacted is imperative.
Oscillations, ‘swings and roundabouts’, ‘ebbs and flows’, ‘surges and purges’ are graphic depictions of contemporary business dynamics.
No matter the circumstance, context is truly a key fifth dimension, worthy of consideration and respect. What, how and why seem inadequate. The complementary factors, when and where, add depth, breadth and meaning to deliberations.
It is wise to look at and reflect on life and business from a different perspective. Being an outlier has its advantages.
Barry Urquhart
Keynote Speaker
Marketing Focus
M: 041 983 5555
E: [email protected]
W: www.marketingfocus.net.au
COMMENTARY: STEP UP
By any measure, the Australian economy is currently struggling. The key matrix is productivity. That is, produce more with the same or fewer inputs. We need to do better … smarter.
MEASURE. MONITOR. MOMENTUM. MAINTAIN. LIKE. SHARE.
by Barry Urquhart – (c) 2026.
Read Time: 2 minutes.
About the Author.
Barry Urquhart is a highly regarded market research and strategic planning consultant, recognised throughout Australasia for his insight, clarity, and thought leadership. A seasoned keynote speaker at premier conferences, Barry is also the acclaimed author of Serves You Right! And Service Please!, two of the region’s top-selling titles on customer service excellence.
Respected as a trusted voice in business strategy, Barry continues to lead influential workshops and development programs that help organisations drive sustainable growth, elevate service culture, and achieve competitive distinction.
For Media Enquiries or Speaking Engagements:
Email: [email protected]
Mobile: +61 041 983 5555
