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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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Cool Hunting

Cool Hunting

Chapter:
(p.62) Chapter 3 Cool Hunting
Source:
On Trend
Author(s):

Devon Powers

Publisher:
University of Illinois Press
DOI:10.5622/illinois/9780252042874.003.0004

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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