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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: 05 August 2021

Thinking in Trends

Thinking in Trends

(p.42) Chapter 2 Thinking in Trends
On Trend

Devon Powers

University of Illinois Press

Chapter 2 tells the story of how the trend forecasting business arose in the United States. The commercial trend business grew in the wake of popular frenzy about “future shock,” a term made famous by Alvin Toffler’s 1970 book of the same name. Toffler’s book also coincided with the birth of futurology--techniques developed among military strategists, long-range planners, and the like to study and better prepare for the future. In the hands of entrepreneurial futurists, futurological and social scientific methods became useful in consulting private enterprises on how to better prepare for the future. The trend business exploded during the 1970s and 1980s, giving rise to famous futurists such as Faith Popcorn, John Naisbitt, and Edie Weiner.

Keywords:   Faith Popcorn, John Naisbitt, Alvin Toffler, future shock, trends, megatrends, futurology, applied futurism

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