• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
FinanceInvestors Guide

Here’s What Everyone Is Getting Wrong About the Bull Market

Shawn Tully
By
Shawn Tully
Shawn Tully
Senior Editor-at-Large
Down Arrow Button Icon
January 5, 2016, 12:44 PM ET
The San Diego County Fair Comes to Southern California
Sandy Huffaker—Getty Images

A slogan for optimists on U.S. equities—that’s just about everybody working for a Wall Street brokerage—is that the “the bull market remains intact.” Given how frequently we hear that argument, it’s instructive to examine whether today’s stock market still fits even a loose definition of a bull market, or whether another, less majestic breed of livestock best characterizes its recent performance.

Although there’s no official definition for bull markets, they normally have two hallmarks: a steady, relentless rise in prices of 20% or more, an ascent that quickly surmounts brief dips along the way; and investors’ strong optimism about what’s to come, driven by steadily improving economic data. It’s the combination of price momentum and upbeat psychology that makes a bull market. And it’s all about believing—believing that the good times will keep on rolling. Hence the metaphor of the bull triumphantly thrusting his horns in the air, versus the bear, its head hanging in rage, pawing the ground.

Related: Here’s the market’s biggest problem for 2016

It’s unquestionable that from the lows of March 2009 until mid-May of last year America experienced one of the great bull markets in history, a run that generated over six years of 24% returns annually. But the bull effectively died more than seven months ago. That’s not just because the S&P 500 has fallen 6% since the May peak. That modest decline might be dismissed as a blip soon to be erased by an inevitable upward surge driven by great economic data. What’s disappeared is all the positive signals—notably fantastic earnings growth—that drove the bull, and with it, the psychology that created such powerful upward momentum.

Instead of rising briskly in 2015, as most market strategists forecast, earnings declined. What’s more, forecasts for both U.S. and global economic growth keep shrinking. Investors’ nervousness is reflected by the market’s extreme volatility. Since August, the S&P has dropped below 1900 on no fewer than seven days, virtually destroying all of its gains since the start of 2014. Even today, the market has delivered just a 4.4% annual return over the past two years.

No, today’s market needs a new symbol, and the best one is the goat—and I’m not invoking the old acronym “greatest of all time.” Picture a scrawny goat trying to climb a slippery hill. Every time it ascends a few steps, the goat slides back down to where it started. Put simply, we’re stuck with a goat market because both stock prices and profits, even after the recent dips, are really high compared with historical norms. It would take fantastically good news to keep the goat climbing, and we’re not getting it. As profits return to more normal levels, stock prices are likely to follow. That’s the slippery slope the goat can’t climb.

About the Author
Shawn Tully
By Shawn TullySenior Editor-at-Large

Shawn Tully is a senior editor-at-large at Fortune, covering the biggest trends in business, aviation, politics, and leadership.

See full bioRight Arrow Button Icon

Latest in Finance

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.


Most Popular

placeholder alt text
Success
MacKenzie Scott's close relationship with Toni Morrison long before Amazon put her on the path give more than $1 billion to HBCUs
By Sasha RogelbergDecember 28, 2025
2 days ago
placeholder alt text
Future of Work
Malcolm Gladwell tells young people if they want a STEM degree, 'don’t go to Harvard.' You may end up at the bottom of your class and drop out
By Sasha RogelbergDecember 27, 2025
3 days ago
placeholder alt text
Arts & Entertainment
Gen Zers and millennials flock to so-called analog islands 'because so little of their life feels tangible'
By Michael Liedtke and The Associated PressDecember 28, 2025
1 day ago
placeholder alt text
Success
Gen Z could wave goodbye to résumés because most companies have turned to skills-based recruitment—and find it more effective, research shows
By Orianna Rosa RoyleDecember 29, 2025
11 hours ago
placeholder alt text
Banking
Russian official warns a banking crisis is possible amid nonpayments. 'I don’t want to think about a continuation of the war or an escalation'
By Jason MaDecember 27, 2025
2 days ago
placeholder alt text
Success
Billionaire philanthropy's growing divide: Mark Zuckerberg stops funding immigration reform as MacKenzie Scott doubles down on DEI
By Ashley LutzDecember 22, 2025
7 days ago

Latest in Finance

EconomyFederal Reserve
Trump says he still might fire Powell as Fed chair pick looms
By Josh Wingrove, Kate Sullivan and BloombergDecember 29, 2025
3 hours ago
InnovationRobots
Silicon Valley summit offers rare insight into humanoid robots—and China is the clear winner
By Matt O'Brien and The Associated PressDecember 29, 2025
5 hours ago
Lawinvestigation
Homeland Security investigates Minnesota for apparent fraud costing taxpayers as much as $9 billion
By The Associated PressDecember 29, 2025
5 hours ago
Personal FinancePersonal Finance
How to win your money resolutions in 2026: From emergency funds to savings goals
By Adriana Morga and The Associated PressDecember 29, 2025
6 hours ago
Trump
EconomyTariffs and trade
$25,000 per month: the cost of Trump tariffs on small business importers, revealed
By Nick LichtenbergDecember 29, 2025
8 hours ago
streaming
LawMedia
The Netflix-Paramount saga caps a 2025 turning point, S&P says: Cable TV is in the ‘decline stage,’ with a long, slow bleedout ahead
By Nick LichtenbergDecember 29, 2025
9 hours ago