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Trend Leader

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Trend Leader

How to spot and back winning ideas to accelerate your career and create a better future

Rethink,

15 min read
8 take-aways
Audio & text

What's inside?

Learn to anticipate shifts in consumer attitudes and behavior to guide your business into the future.

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Editorial Rating

8

getAbstract Rating

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Recommendation

To remain relevant, companies must anticipate what their customers want, even before they know it themselves. Joanna Feeley draws on decades of experience as a trend adviser to show how organizations can use structured foresight to understand emerging shifts in consumer beliefs, lifestyles, and expectations. She offers both practical frameworks and real-world insights for translating trend insights into strategy, product development, and marketing. Learn how to organize and contextualize trend research, embed it into decision-making, and protect ideas as they move through the business.

Summary

Trend forecasting enables companies to meet the needs and preferences of future customers.

Trend forecasting involves identifying likely future shifts in what consumers believe, desire, and prefer to position a brand, develop products, and design marketing campaigns. Trend forecasts enable companies to innovate, embrace opportunities, and manage risks. For example, in 2018, McDonald’s preemptively switched from plastic to paper drinking straws — before a government ban made it a legal necessity — allowing the company to avoid the risk of missing the government deadline, and thus, potential fines, legal issues, and reputational damage.

Trend forecasting also allows organizations to remain relevant. Your business does not only need to know your customers’ current wants; it must anticipate changes in preferences far in advance of those shifts actually taking place. Using trend insights to keep in step with consumers’ evolving needs, desires, and values helps consumers feel your brand empathizes with them. That sense of connection can foster loyalty, elevate the brand’s reputation, and boost market share.

About the Author

Joanna Feeley is the founder and CEO of TrendBible, a trend-forecasting agency specializing in the future of life at home.

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