Protectionism has gained momentum as economies and cultures in the developed world feel as if they are out of control and leaders seek to ease the anxieties that such loss of control generates. Starting with the huge transfer of wealth from net-importing countries to net-exporting countries, what we have called The Big Shift, the ability of importing economies to generate the kinds of affluence that they once enjoyed has started to weaken. And citizens are angry. At the same time, consumers are changing their behavior and sense of value, triggering diminished demand in the face of an oversupplied system established to meet the growing needs of consumers in a prior era. Consolidation and bankruptcies will follow, as the world gets accustomed to diminished demand. In the interim, protectionism seems like a fix, but when that fails to produce the kinds of economies that are needed, adjustments to the new reality of less demand in developed economies will begin.