We have just begun a fundamental shift in all of our established social structures and are embarking on very challenging times. Although much will be lost, there is an extraordinary opportunity to strengthen consumer relationships using brands as guides. And in doing so, provide people with the tools, information and wisdom to help care for their families…and themselves.

In addition to massive job loss moving well into 2009 and the credit crisis that will ensue, the most devastating phase of this cultural transformation will be the collapse of adequate healthcare. As families lose income and insurance, massive numbers of people will stagger into the faltering healthcare system. More than ever, it will be critical for consumers to invest in staying healthy through nutritional foods and innovative wellness programs. One way or another, consumers will be paying for their health. Educating them to the broader benefits of better health, wisdom and wellness practices, while incorporating brands into these practices will secure business bottom line and engage consumers in progressive ways. It will also create a profound relationship with the American mother who will bear the emotional brunt of these struggles.

This is sobering stuff. Consumers will be hard hit in the months ahead. They will need food for the soul, as well as the body. It’s important that companies authentically participate by cultivating innovative programs and creative solutions that add deep, psychic value to ongoing marketing platforms. These kinds of wisdom and wellness initiatives do not replace conventional marketing think. They add value to them, increasing both the consumer’s quality of life and brand revenue.

Intuitive initiatives supporting consumers should become part of the nature of marketing. Traditional strategic and creative processes need to be infused with the new level of consumer consciousness that is emerging. Consumers will be making more conscious choices. Content, community and brand wisdom, as much as pricing, will determine the brands that they choose to guide them through this pivotal era.

Wisdom is about to become the new Green.