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On Trend – The Business of Forecasting the Future - Illinois Scholarship Online
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On Trend: The Business of Forecasting the Future

Devon Powers


What is a trend? What role do trends play in consumer culture? How do trends come into being? And how do trends shape the future? This book explores these and other questions through a focus on the business of trend forecasting, an industry that emerged in the 1970s to anticipate, manage, and influence the future of culture. Galvanized by the rise of futurism and by social scientific research on popular culture and taste, pioneers in trend forecasting turned unease about the future into a business opportunity, using trends to marketize cultural change. Since then, the business of trends has gr ... More

Keywords: trends, future, futurism, trend forecasting, innovation, consulting, business history, forecasting, futurology, consumer culture

Bibliographic Information

Print publication date: 2019 Print ISBN-13: 9780252042874
Published to Illinois Scholarship Online: May 2020 DOI:10.5622/illinois/9780252042874.001.0001


Affiliations are at time of print publication.

Devon Powers, author
Temple University