Trendwatching

— consumer trends and cultural insights from around the world — 

Since we’re all in the marketing business these days, maybe we can reconcile ourselves to the necessity of people who keep tabs on what the rest of us are doing, who’s doing it first, why we should care, and which items might hang on longer than a nanosecond.

Faith Popcorn was among the first (beginning in 1974) to describe what she and her fleet of researchers and consultants expected to happen in American culture and how that would affect businesses — and culture — in the United States and around the world. If you ever heard that consumers were “cocooning,” you encountered Popcorn. By the 1990s, she began periodically issuing The Popcorn Report, a summary of findings and projections for (mostly) the coming year (sometimes, decade). Whether or not you agreed with her predictions (skeptics abound), Popcorn gave marketing a “buzz” and brought it into everyday conversation.

As a result, many other people and groups jumped into the futuring business, and the globally focused folks at Trendwatching.com put their own take on things. They, too, are prone to buzz-type trend labeling (Generation C[ash], Generation C[ontent], InfoLust, Transumers, Youniversal Branding, and more).

You can pay big bucks to get a seriously in-depth look at this stuff — and lots of giant companies do — but a big chunk of Trendwatching’s useful info is accessible via the Web to anyone who cares to look. Simply sign up for the free monthly e-letter to get a good handle on where the world is going.

Your competitors won’t like it, but your accountant, shareholders, and employees will probably thank you for paying enough attention to emerging trends that you can scope out the next big thing and keep your business in the black.

Copyright ©2013 Jill J. Jensen | Clarity from Chaos

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