Chapter 4 is about the contemporary trend forecasting industry. Drawing from the more than seventy interviews she conducted with trend professionals around the world, the author explains how forecasters observe, produce, and sell trends. The chapter argues that, in theory, trends purport to help clients understand and anticipate cultural change; in practice, however, trends increase uncertainty and get companies to further buy into the idea of constant change. The chapter draws connections between trend work and the constant drumbeat of innovation, disruption, and tech that infuses contemporary business.
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