The future of business lies not in selling products but in selling dreams and emotions, according to Rolf Jensen, director of the Copenhagen Institute for Futures Studies. In his new book, The Dream Society, he profiles six distinct 'emotional markets'. The Market for Adventures offers customers safaris, theme parks, sports, and action/ adventure TV shows and movies. Nike's ties to the 'Adventure' market made it willing to pay a reported ＄400 million simply for the right to sponsor Brazil's outstanding national soccer team, thereby boosting the brand's image as the footwear of champions. Such an investment makes sense in a market where consumers find many products with comparable features and quality and must find some reason to choose one over the others. The Market for Love, Friendship, and Togetherness has such offerings as perfume, gifts, home photography, restaurants, and entertainment. Tapping the 'Togetherness' market, Guinness Brewery has teamed with an Irish firm to establish a chain for 'authentic' Irish pubs in cities around the world--where Irish charm and British beer sell briskly in each other's company. The Market for Care recently offered a product that captured children's desire to nurture and care for pets. The Tamagotchi is a demanding little electronic puppy that beeps for attention from its owner. Real pets are becoming hotel amenities in some places. The Who-Am-I Market offers products that proclaim their owner's identity, like fashion, automobiles, and accessories. Louis Vuitton suitcases, for instance, tell a story that their owners want to tell the world: 'I am an exciting person, gliding with perfect ease through pos}t hotels all over the world, and I do it in style. ' Other consumers may want their purchases to proclaim their environmental awareness, so they may buy 'bird friendly' coffee, grown only in shaded areas so endangered birds may be preserved. Eco-Sustainable Shady coffee and Caribou Coffee's Rainforest Blend are among several such offerings. The Peace of Mind Market features nostalgia, history, and antiques. In rapidly changing times, many people seek the serenity of the familiar, be it the bistros of Paris or small-town life in the US. For instance, First National Bank in Brookings, South Dakota, proclaims, 'We strive to maintain the small-town banking atmosphere while growing and changing with the technological age. ' The Conviction Market, last of the six markets, includes 'green' products, humane testing, and worker welfare. While many companies may be reluctant to become overly political, they can highlight their involvement in the community and market to their customers' need to make purchase that are in line with their convictions. Among companies taking this approach are British Petroleum, which uses its Web site to report on the company's Community Development Programme, and Mobil, which accentuates its concern for local populations of countries in which it does business. Jenson believes that companies will increasingly let consumers in on the story-telling process. Companies will come to value storytellers not only in their creative advertising departments, but in executive positions, where refashioning a company's history and traditions into an appealing myth will be crucial for winning the enthusiasm of employees, the affection of customers, and the respect of the general public. As the stories get better, sales should soar. What may be Roll Jensen's main purpose of classifying these six distinct markets?