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On TrendThe Business of Forecasting the Future$
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Devon Powers

Print publication date: 2019

Print ISBN-13: 9780252042874

Published to Illinois Scholarship Online: May 2020

DOI: 10.5622/illinois/9780252042874.001.0001

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PRINTED FROM ILLINOIS SCHOLARSHIP ONLINE (www.illinois.universitypressscholarship.com). (c) Copyright Illinois University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ISO for personal use.date: 30 July 2021

On Trend

On Trend

(p.1) Introduction On Trend
(p.iii) On Trend

Devon Powers

University of Illinois Press

This chapter defines trends and provides a primer on the trend industry. Many readers will already be familiar with the word “trend” as a general term for cultural shifts. This chapter seeks to defamiliarize that understanding and propose that trends are not just the natural result of changes over time but also an industrialized product manufactured by professionals who work to understand, predict, and strategically control the future of culture. The chapter also provides an overview of the remainder of the book.

Keywords:   trending, trends, advertising, marketing, consulting, trend forecasting, future

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