Just as a matchmaker might possess a second sense about which people will fall in love, as a leading trendspotter, I’ve developed a methodology to foresee how a culture will react to a new idea, product or experience. Yet, some key character traits make people good trendspotters regardless of their chosen careers and interests. In this updated excerpt from “Agile PR,” we tell you how to know whether or not scanning is in your DNA:
Originally published on HuffingtonPost.com.
If someone back at school had told me that “trendspotting” was a career option, I would have jumped at it. My natural inclination has always been to notice what people are doing—the clothes they’re wearing, what they’re buying, what they’re talking about, how they’re interacting and what brands are doing with them and for them.
Originally posted on Adweek.
Good riddance, 2016. For many of us, it was 12 long months full of bad news, fake news and surreal news, the most controversial election anyone can remember, plus too many other highlights and lowlights to mention. Continue Reading →
Originally posted on Forbes.com.
Now that everyone is a trendspotter, marketers also need to know that reviewing past sightings and predictions is an important part of the job. It’s not just to pat ourselves on the trends we called right or to cringe at sightings that failed to materialize. With that in mind, I reviewed my sightings from 2006, how they compared to the landscape in 1996 and what I saw for the future. Many of them have since evolved beyond what anyone could have predicted. Continue Reading →
This is the 11th of Havas PR’s “11 Trends for 2016.”
Anybody interested in cooking now has a lifetime’s worth of great ideas and inspiring examples to choose from—“America’s Test Kitchen,” “The Chew,” and dedicated TV channels such as Food Network and Cooking Channel are just a few examples. The nation’s appetite for cooking is also richly catered to by thousands of websites and blogs providing tips for even the most offbeat tastes (recipes for squirrel or armadillo, anyone?).And for old-school types who like their recipes printed on paper, the selection of cookbooks has grown by almost 9,000 in the past three months alone. It would be tempting to conclude that home cooking in the United States is going from strength to strength. It’s certainly true that Americans are eating at home more and eating out less. Whether that means more cooking, however, depends on how you define cooking.
This is the ninth of Havas PR’s “11 Trends for 2016.”
What stops a great world city from being the place to be? Some people might think it’s terrorist attacks such as 9/11/2001 in New York; London on 7/7/2005; and Paris on 1/7/2015 and 11/13/2015. There’s no argument that all were horrible. It’s too early to say for Paris, but it looks now as if the New York and London terrorism acts barely touched the appeal of those big cities. The population of New York City has grown to its highest ever. Admittedly, a lot of the growth has been in Brooklyn rather than Manhattan, but that has far more to do with affordability than security. And the population of greater London has grown by 12 percent since 2001, with 100,000 a year growth since 2008.
This is the seventh of Havas PR’s “11 Trends for 2016.”
When future historians look back to see what people aspired to in our era, they’re going to be struck by how much we love smart. Smart people command a premium at work, of course, which is why so many worldwide are spending more time and money on education. But the world is going crazy not just for smart people but also for smart everything. To find out what smart has come to mean, look no further than the smartphones that have pretty much taken over the phone industry with their big lists of capabilities in small packages.
This is the sixth of Havas PR’s “11 Trends for 2016.”
Less than a decade ago, nobody had heard of apps, let alone owned or used one. That changed with the debut of the App Store in July 2008. Now users of Apple mobile platforms have made more than 100 billion app downloads of the million-plus apps to choose from. Google’s Play Store has a comparable number of apps available and even more downloads, although it generates lower revenues.
This is the fourth of Havas PR’s “11 Trends for 2016.”
For a while, it looked as if environmental awareness was winning out. In the tight times after the 2007-08 financial crisis, previously soaring sales of gas-guzzling vehicles faltered and dipped. Celebrities started touting their green creds by driving fuel-efficient hybrid cars, and General Motors Co. pulled the plug on its massive Hummer SUV. But that apparent shift in conscience coincided with high oil prices and distressed household budgets. Now that oil prices have fallen off a cliff, gasoline is more affordable and sales of SUVs are climbing, accounting for 36 percent of U.S. auto industry volume in mid-2015. Sales of secondhand Hummers are at an 11-year high. So much for consumers’ environmental concern.