Episode 89: The what and why behind a consumer trend

In today's episode, host Elysha Young shines a spotlight on the science and art of consumer trend forecasting. She is joined by global consumer trend experts to discuss how trends are defined, how companies like Mintel identify new trends and the value of understanding consumer trends. There are a few ways to define a trend - changing collective attitudes, the fluid, forward movement of a landscape, any significant shift in behaviour - but no matter how you describe it, the experts are clear on three things: fads and trends are not the same; the evolution and trajectory of a trend are dependent on demographics; and knowing about consumer trends is critically important for calculating potential competitive, disruptive implications. Find out why by listening now.Learn more about Mintel Trends at mintel.com/mintel-trends.Download Mintel's 2022 Global Consumer Trends for free at mintel.com/global-consumer-trends.Get the latest insights, thinking and perspectives on consumers at mintel.com/blog. Host: Elysha Young, Trends Manager, APAC.Guests: Dana Macke, Director of Mintel Trends, Americas.Simon Moriarty, Director of Mintel Trends, EMEA.Matthew Crabbe, Director of Mintel Trends, APAC.

What this episode covers

In today's episode, host Elysha Young shines a spotlight on the science and art of consumer trend forecasting. She is joined by global consumer trend experts to discuss how trends are defined, how companies like Mintel identify new trends and the value of understanding consumer trends. There are a few ways to define a trend - changing collective attitudes, the fluid, forward movement of a landscape, any significant shift in behaviour - but no matter how you describe it, the experts are clear on three things: fads and trends are not the same; the evolution and trajectory of a trend are dependent on demographics; and knowing about consumer trends is critically important for calculating potential competitive, disruptive implications. Find out why by listening now. Learn more about Mintel Trends at mintel.com/mintel-trends. Download Mintel's 2022 Global Consumer Trends for free at mintel.com/global-consumer-trends. Get the latest insights, thinking and perspectives on consumers at mintel.com/blog. Host: Elysha Young, Trends Manager, APAC. Guests: Dana Macke, Director of Mintel Trends, Americas. Simon Moriarty, Director of Mintel Trends, EMEA. Matthew Crabbe, Director of Mintel Trends, APAC.

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This episode was published on March 14, 2022.

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