Some marketing stays the same all year round. Some marketing stays the same regardless of what the economy is doing.

For the rest of us, we have to pay attention to what’s on people’s minds in order to connect with them in a meaningful way.

For example, in a recession, think about what people need. Do they need different things than they need in a strong economy? Where are they spending their money? What kinds of deals are they looking for?

But there’s something very special on the calendar this year. December 21, 2012 marks the end of the Mayan calendar, and in many circles, the end of the world. Regardless of whether or not we’re headed for world’s end, I am interested to see how that bit of 2012 pop culture will make it into the marketing messages that companies are preparing for the remainder of the year.

My guess is, we can all be on the lookout for some end of the world specials!