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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

Cool Hunting

Cool Hunting

(p.62) Chapter 3 Cool Hunting
On Trend

Devon Powers

University of Illinois Press

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.

Keywords:   cool hunting, Malcolm Gladwell, Generation X, 1990s

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