On Trend: The Business of Forecasting the Future

Trends have become a commodity—an element of culture in their own right and the very currency of our cultural life. Consumer culture relies on a new class of professionals who explain trends, predict trends, and in profound ways even manufacture trends. On Trend delves into one of the most powerful forces in global consumer culture. From forecasting to cool hunting to design thinking, the work done by trend professionals influences how we live, work, play, shop, and learn. Devon Powers' pro...