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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: 23 September 2021

Trends, Inc.

Trends, Inc.

(p.83) Chapter 4 Trends, Inc.
On Trend

Devon Powers

University of Illinois Press

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.

Keywords:   innovation, disruption, consulting, marketing, grounded theory, cultural strategy, corporate social science

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