This chapter looks at “cool hunting,” the brand of trend forecasting that took root around the world during the 1990s and 2000s. Companies of the era were becoming increasingly obsessed with understanding youth trends, thereby inspiring a fleet of upstart advisory companies spearheaded by young people. The chapter discusses how these services developed and popularized and pays close attention to the role of Malcolm Gladwell, whose 1997 New Yorker article “The Coolhunt” named and rapidly spread these practices.
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