INDEX
A
ability, 128
abundance, 25
academia, 81
Accenture plc, 245
access, 126
action figures, 90
Adobe Systems Incorporated, 300
air conditioners, 227
Ai Weiwei, 17
alerts, 80
Alfa-Bank, 271
All Things Hair YouTube channel, 139
ALS Ice Bucket Challenge, 83, 129
Amazon.com, Inc., x, 128, 318
anonymous reporting app, 163
anti-Putin beer, 167
Apple App Store, 318
Apple Inc., 17, 61, 63, 83, 126, 318
Arad, Avi, 94
Area 18, 235
Arinc, Bülent, 127
arranged marriages, 133
art installation pop-up, 159
assets, 22
athletic brands, 237
Auber metro station, 275
Audi A8, 20
Audi AG, 182
Audi Unite, 182
Aviva plc, 301
B
B2C industries, 124
Banco do Brasil, 133
bank accounts, 271
Barclays, 313
basic needs
emerging expectations and, 56
future vision, 62
guilt-free consumption, 208–209
industry, 164
locality and, 160
pop-ups, 157
safety net trend, 161
beards, 83
beauty industry, 165
beekeeping, 29
Beldent Random Music Fest, 299
Ben & Jerry's Homemade Holdings Inc., 54
betterment, 102
BGH, 227
Bieber, Justin, 129
Big Bang Disruption adoption curve, 150
Big Bang Disruption (Downes & Nunes), 150
Birchbox, 16
Black Friday promotions, 21, 206
BMW 7-Series, 20
Bompas and Parr, 31
Botafogo, 167
Botanique hotel, 94
bottled water, 128
bottom-up selections, 290
BOXPARK, 275
Brahma beer, 29
brainstorming, 247
brand council, 309
branded government trend, 234–237
brand fanatics, 187
brands
clean slate brands, 22–23, 36–37, 210, 211, 314
environmentally responsible brands, 66–67
established brands, 22
legacy brands, 23
post-demographic brand strategy, 130–131
that tap into cultural/consumer Zeitgeist, 24
Brazil, 7, 17, 29, 94, 95, 133, 146, 163, 167, 275
Breeze Active Bleach, 311
Brem, Andrew, 301
BrewDog, 167
British Broadcasting Corporation (BBC), 245
British Petroleum “Beyond Petroleum” campaign, 23
Budweiser, 95
Buffett, Warren, 32
Burger King Corporation, 76
business innovation
expectation transfer, 63
business model, 70–71, 181, 214
Business Model Canvas, 297
business pitches, 247
business publications, 79
bus strikes, 227
Buy One Give One business model, x, 215
C
Canada, 139
carsharing services, 77, 181, 182
+Castro, 299
Catarse, 17
challenges, 311
Chandon Brut wine, 135
Chandon Rose Brut wine, 135
change, drivers of
emerging expectations and, 56
future vision, 62
guilt-free consumption, 210–211
locality and, 160
pop-ups, 157
safety net trend, 161
chattiness factor, 34
Chesbrough, Henry, 310
Chicken McNuggets, 92
child labor, 163
China, 17, 76, 95, 132, 161, 162, 311
China Survival Guide, 162
Chinese New Year, 95
Chipotle Mexican Grill, Inc., 18, 67
Chouinard, Yvon, 21
Christmas holiday merchandise., 158
Cif, 235
cinema, 31
CircleUp, 318
Citroën, 311
civic regeneration, 167
clean slate brands, 22–23, 36–37, 210, 211, 314
Codementor, 231
Coffee Joulies, 275
Coffee vs. Gangs initiative, 166
collaborative economy business model, x, 32–33, 136, 309
collective intelligence, 64
comedy, 81
Common Threads Partnership eBay platform, 21
communities, 310
company newsfeeds, 79
competitions, 310
competitive games, 104
conferences and events, 80
connection, 32–33, 55, 105, 121, 230
conspicuous consumption, 28
Consulado, 189
consumer adoption curve, 150–151
consumer trend canvas (CTC)
branded government trend, 234–237
group exercise, 252
sympathetic pricing trend, 226–229
using in trend-driven ideation sessions, 247
consumer trend radar (CTR)
building trend-led strategy, 192
fast fashion brand example, 186–187
fast-moving consumer goods retailer example, 188–189
luxury automotive brand example, 184–185
overview, 173
planning, 174
red flags, 177
trend presentations, 290
trendwatching example, 190–191
use of, 174
consumption
conspicuous consumption, 28
desire for meaningful, 211
ethical consumption, 159
guilt-free consumption, 19, 204–219
negative impacts, 9, 19, 20, 106, 185
personal expression through, 9, 25
Contagious, 299
corporate values, 23
counterfeit merchandise, 135
coworking spaces, 248, 312–313, 315
cross-demographic fertilization, 131, 136–137, 140
Crowd Companies, 309
crowdfunding, 14, 17, 22, 80, 273, 277, 309, 318
crowd-powered innovation, 310–311
crowd-sourced models, 70
crowdspeaking, 269
Cuervo Traditional tequila, 187
cultural connections, 121
currencies of change trend, 238–241, 271
customer-centered innovation, 61
Customer Cup competition, 301
customer expectations
business response to emerging, 68–69
butterfly effect, 72
creating, 66
personal expression strand of, 9, 24–35
positive impact strand of, 9, 18–23
rising quality strand of, 10–17
wait times, 189
customer insight, 62
customer-led innovation, 61
customer reviews
paper shredders, 11
pizza, 12
smartphones, 16
customer segmentation, 101, 216–217
CVS Pharmacy, Inc., 64
D
daily life, 81
Daimler AG, 182
data-driven hair tutorials, 139
data-driven innovation, 68
data-driven targeting, 138
data protection, 163
data science, 62
DDP Yoga brand, 124
demographics. See also post-demographic consumerism
DemoHour, 17
desire, 129
Detroit, Michigan, 167
Detroit Service Corps, 167
Dial Direct Insurance Ltd., 235
dietary advisory services, 231
The Diffusion of Innovations (Rogers), 150
digital consumerism, 128
“Dirt Is Good” challenge, 311
disasters, 211
discounts, 139, 189, 226, 227, 229, 238, 239
divorce rates, 132
Domino's Pizza, Inc., 12–13, 92
“Don't Buy This Jacket” Black Friday campaign, 21, 206
Doyle, Patrick, 13
Draw Something app, 151
E
e-books, 16
ECG heart rate sensors, 88
eco-friendly alternatives, 66–67
eco-friendly concept stores, 26
eco-guilt, 185
edible crazy golf course, 31
educational services, 309
e-ink FES Watch, 277
Elance-oDesk, 309
electric cars, 20, 64, 67, 206
electronic waste, 26
email, 21
emerging expectations, 56–57, 212–213, 241
entry keys, 277
environmental impact, 213
environmentally responsible brands, 66–67
ephemeral, 104
established brands, 22
Estée Lauder Companies Inc., 245
ethical businesses, 9
ethical consumption, 159
ethnographic research, 68
evaluation. See trend evaluation
events, 80
Everyman Cinema, 31
execution
expectation economy
customer expectations in, 8–35
experience cramming, 30
levels of choice in, 128
expectation transfer, 62, 63, 130
experience
cramming, 30
expectation transfer, 63
innovation frontier, 104
experience economy, 30
experimentation, 16
eYeka, 311
eyewear, 275
F
Facebook, Inc., 17, 55, 75, 92, 126, 129, 152, 187, 270, 315
fads, 55
fair and sustainable society, 209
family values, 121
Fashion Entertainments, 277
fast fashion brand CTR example, 186–187
fast-moving consumer goods (FMCG) retailer CTR example, 188–189
fear of missing out (FOMO), 25
female empowerment, 90–91, 146
female entrepreneurs, 146
Festival of Imagination, 31
FitBit, 271
fitness trackers, 231
Flow Hive, 29
Fly Garage innovation incubator initiative, 299
follow-up, 256
food safety, 162
The Footprint Chronicles, 21, 206
Ford, Henry, 61
Ford Motor Company, 88, 89, 309
42 Agency, 271
“Four Days to Launch” (4D2L), 273
Four Seasons Hotels and Resorts, 92
frameworks, 53
freemium, x
french fries, 76
FuelBand, 26
Fuelboxes, 26
functional models, 273
future vision
bets on future, 64
expectation transfer, 62
revolution from evolution, 62, 68–69
spotting trends, 62
spotting vs. creating trends, 66–67
trend presentations, 290
futurism, 83
G
gang culture, 166
gangs, 235
Garage project, 313
gender, 132
General Electric (GE), 284, 309, 313
Getty Images, Inc., 90
Gilmore, James, 30
Google Glass, 183
Google Inc., 17, 72, 77, 89, 139, 183, 269, 284
Google Wallet, 77
GoPro cameras, 70
GOQii fitness tracker, 231
Grabble fashion app, 189
GrabTaxi app, 7
group exercise, 252
growing economic inequality, 83
Guardian, 275
Guatemala, 235
guilt-free alternatives, 211
guilt-free celebration, 215
guilt-free consumption
consumer trend canvas example, 204–219
emerging expectations, 212–213
overview, 19
guilt-free manufacturing, 215
Gupta, Masaba, 94
H
H & M Hennes & Mauritz AB, 63
H & M Hennes & Mauritz AB pop-up, 159
Haas Business School, 310
hackathons, 273
Hakkens, Dave, 269
Hammer, Kate, 293
Happify, 241
Harley-Davidson Motor Company, 121, 135
Hatch, 313
helpfull, 105
heritage, 22
heritage heresy, 131, 134–135, 140
Himmat app, 162
history, 22
History in a Bottle app, 187
holiday memories, 70
Hollender, Jeffrey, 66, 67, 149, 154, 155
Honduras, 166
Honest By, 72
House of Masaba, 94
human behavior
consumer trends and, 46
drives of, 25
in expectation cycle, 37
human brands, 106
hyper-demographic targeting, 131, 138–139, 140
I
IAmElemental action figures, 90
ideation, 247
If P&C Insurance Company Ltd., 92
Ilhasoft Mobile, 163
impact-minded tourists, 217
implementation roadmap, 256
India, 95, 135, 162, 166, 231, 311
Indonesia, 311
industry trends, 83
information, 107, 292–293, 308
innovation clusters, 70–71, 101, 160, 164
innovations
adaptation of, 156
crowd-powered innovation, 310–311
customer-centered innovation, 61
customer-led innovation, 61
data-driven innovation, 68
as driver of trends, 48–49, 54
emerging expectations and, 56
industry, 165
locality and, 160
open innovation, 310
pop-ups, 157
safety net trend, 161
on-trend innovations, 54, 56–57
innovation target dimension, 180, 181, 214–215
insecurities, 89
InSite Impact Response System, 88
Instacart, 54
instant connection, 55
instant makers, 187
insurance claims, 92
intelligent robots, 83
internal concepts, 272
Internet of Caring Things, 88–89, 160
Itaú Unibanco, 146
J
Jacobs, Marc, 31
James, LeBron R., 158
JATO Dynamics Limited, 20
Jawbone UP, 271
jobseekers, 235
Jose Cuervo tequila, 187
joyning, 105
JPMorgan Chase & Co., 167
K
Kenco, 166
Khan Academy, 24
Kickbox initiative, 300
Kickstarter, 17, 22, 61, 69, 148
KILN IdeaKeg, 293
Kindle, 16
kitchenware manufacturers, 233
Klout, 241
Knopel, Stephie, 241
Koolhaas, Rem, 31
Kosmix, 303
Kuaisou chopsticks, 269
L
Lady Mechanic Initiative, 90
La Petite Syrah, 279
Latin America, 315
LBGT rights, 167
learnings, 256
legacy brands, 23
legacy-eyeing boomers, 217
Lego Group, 146
LG Electronics Inc., 137
LG Wine Smart cellphone, 137
Libélula Brechó, 275
Ling, 76
Li, Robin, 269
local event linked pop-up, 158
local love, 103
local tradition and culture, 94–95
long-term vision, 214
low-cost airlines, 82, 83, 229
lululemon, 137
luxury automotive brand CTR example, 184–185
LYFE Kitchen, 76
Lyft, 309
M
macro trends, 83
Makuake, 277
market testing, 17
marriages, 133
Marriott Hotels, 70
Maslow, Abraham, 25
massive open online courses (MOOCs), 25, 230
MasterCard, 297
material comfort, 209
materials checklist, 249
Mattel, Inc., 76
Mazzella, Frédéric, 35
McDonald's Canada, 92
McDonald's Corp., 126
McKenzie, Kevin, 303
mentor-to-protégé (M2P) customer trend, 230–233
Mercedes-Benz, 163
M.I.A., 135
M.I.A. x Versace Versus Collection, 135
Mi Casa Es Un Horno (“My Home Is An Oven”) campaign, 227
Mint Digital, 273
Miya's Sushi restaurant, 72, 206
mobile gaming developers, 233
mobile shoppers, 121
moderators, 254
modular cell phones, 72
Moët & Chandon champagne, 125, 135
Moët Hennesy, 135
Mondelez, 299
mortgages, 133
motorcycles, 121
Motorola Trademark Holdings, LLC, 269
Muhtesem Yüzyil (Magnificent Century), 94
Mujica, Maria, 299
Mulher Empreendedora (Woman Entrepreneur), 146
multinational diaper brands, 237
Murphy, Tim, 297
Museum of Everything, 31
Musk, Elon, 20
MySpace, 75
N
names, 96
Napster, 56
Nature Conservancy, 135
Nestlé S.A., 309
Nest Protect, 88
Netherlands, 127
new product categories, 83
News Corp., 75
niche/specialist media, 79
Nike, Inc., 24, 26–27, 126, 128
Nike, Inc. pop-up, 158
NikeLab, 26
nontraditional lifestyles, 132
Normal Ears, Inc., 187
normcore, 83
Norway, 206
O
Obama, Barack, 129
Ocado, 75
Occupy Central, 227
off-site sessions, 248
OKCupid, 152
Olander, Stephan, 27
Old Spice, 54
onboard glucose level monitoring system, 88
on-demand economy, 54
online collaboration platform, 295
online connectivity, 126
online education, 25
online retailers, 16
online services, 52
online status, 28
online training company, 297
on-trend innovations, 54, 56–57
OpenBSD operating system, 270
open innovation, 310
Oral B, 311
order ahead app, 189
outside-in selections, 290
Owyang, Jeremiah, 309
P
Papa John's International, Inc., 12
Paris, France, 275
participant expectations, 34
participation
Adobe Kickbox initiative, 300
connection and community, 32–33
mega-trends, 108
motives for, 34
participatory games, 104
partnering, 309
Patagonia, Inc., 18, 21, 206, 210, 216
patent applications, 14
paywall, 227
peer armies, 189
peer-aware college students, 217
peer-to-peer models, 32–33, 74
peer-to-peer startups, 74
permission, 127
personal care, 166
personal data, 52
personal drivers, 251
personal expression
abundance and self actualization, 25
connection and community, 32–33
experience cramming, 30
levels of choice for, 128
personal impact, 213
personality, 106
personalization, 271
pesticides, 155
PHD Source, 295
Philippines, 90
Phonebloks, 269
photo apps, 16
pickup times, 15
Pieters, Bruno, 72
Pine, Joseph, 30
PinPointing, 139
piracy, 56
Pizza Hut, Inc., 12
The Pizza Turnaround, 12
platform business models, 32–33
platforms, 310
playsumers, 104
plotting trends
innovation target dimension of, 180, 181
priority dimension of, 180, 182
response dimension of, 180, 183
point and know, 187
police safety app for women, 162
Political, Economic, Social, Technological, Legal, and Environmental (PESTLE) model, 53
Popcorn, Faith, 96
popular trends, 83
pop-ups, 156–159, 274–275, 313
Porter, Michael, 179
positive impact
guilt-free consumption, 19
post-demographic consumerism
consumer trend radar sessions and, 177
demise of demographics, 122–123
expectation transfer, 130
overview, 101
priorities, 140
trend frameworks, 109
Post-it Plus app, 256
post-material “statusphere,” 28
Potdevin, Laurent, 137
Pothole Brigade, 235
pre-tail platforms, 17, 276–277
pricing, 108
product innovation, 70
product/service/experience, 70–71, 181, 183, 214
Professor C Bodin (Lego character), 146
profit, 106
Proteja Brasil app, 163
psychographics, 138
pure retail pop-up, 158
Q
Qrio Smartlock, 277
quality
customer expectations of, 14
forces driving expectations, 10–17
Quantified Self movement, 25
R
racism, 167
racist graffiti removal, 235
Randall, Mark, 300
recording, 256
red flags, 177
relationships, 132
relevance, 271
Rent the Runway, 16
Rise, 231
Rise of the Terracotta Warriors, 94
risk, 16, 17, 93, 128, 162–163, 183, 266–267
road maintenance initiatives, 235
Rogers, Everett, 150
Roissy-Charles de Gaulle airport, 275
RunKeeper, 271
S
sacrifices, 64
same-sex couples, 133
Samsung, 318
Samsung Electronics Co., Ltd., 16
Sandberg, Sheryl, 90
sari, 94
Saso, Kunitake, 277
satire, 81
Satisfries, 76
Savings Catcher, 303
Schiller, Phil, 126
Secretaria de Direitos Humanos, 163
Seleção Especial, 29
self actualization, 25, 28, 32, 37
self-driving cars, 83
self-respect, 209
self-tracking, 239
Seven Stars Entertainment, 94
Seventh Generation, Inc., 66–67, 69, 154–155
sharing economy, 181
The Shark Tank, 124
Singapore Airlines, 63
skin cancer, 7
Skol beer, 189
Slash, 270
slashathon, 270
Smart car, 182
smart car seat, 88
smartphones
convergence of social networks and, 55
data-driven targeting and, 138
deals, 139
entry keys, 277
global embrace of, 147
global universalization of taste for same, 126
LG Wine Smart cellphone, 137
locality and, 161
modular, 269
point and know apps, 187
Samsung, 16
for seniors, 137
tracking technology in, 230
transparency, 11
Walmart receipts, 303
Smith, Paul, 31
social gratification, 55
social impact, 213
socially conscious pop-up, 159
social media, 28, 29, 70, 75, 79, 211
social norms, 127
social, political, and economic trends, 83
social sciences, 62
social taboos, 166
social value, 32
Sol de Janeiro, 7
Sony Corporation, 277
South China Morning Post, 227
Spain, 315
sparkling wine, 135
speed, 9
spending habits, 139
Spiral 2 phone, 269
Spire, 241
sports broadcasters, 229
Spotify, 56
spotter networks, 80
The Square, 17
Starbucks Corporation, 77, 189
startups
emerging consumer trends and, 70
environmentally minded, 21
failure of, 74
innovations and, 54
positive impact, 18
status, 129
status diversification, 28–29, 150, 185
status seekers, 102
status skills, 28
status stories, 28
strategy bootcamps, 247
Strategyzer, viii, 297
subscription/rental business models, 16
subway strikes, 227
Super Bowl advertisements, 133
superhero films, 94
sustainability mega-trend, 19
sustainable businesses, 9
sustainable vision, 215
Sweden, 182
sympathetic pricing trend, 226–229
T
tampons, 155
Tanishq, 133
Target Corporation pop-up, 158, 159
Target Too exhibition space, 159
team design, 253
tech-fueled, maker pop-up, 159
technology, 241
technology-focused trends, 89, 107
TechShop, 309
Telefónica, 315
temporary retail spaces, 156–159, 274–275
Tesla Model S, 20
Tesla Motors, 18, 20, 64, 67, 206, 210, 216
THNK School of Creative Leadership., 296
3-D printing, 14
3M Company, 245
3Space, 313
Thug Kitchen cookbook, 137
Thunderclap, 269
Timberlake, Justin, 75
Tinder, 55, 148, 151, 152–153, 230
TOMS Shoes, LLC., 18
top-down selections, 290
Tortrix, 235
#TouchThePickle campaign, 166
Traceable Down initiative, 21
tracking technology, 230
traditional media, 79
clean slate brands, 23
fashion brands, 72
insurance claims, 92
travel, 70
travelers, 275
trend briefings, x
trend champion, 256
trend department
overview, 287
trend-driven ecosystems
crowd-powered innovation, 310–311
venturing and acceleration, 314–315
trend-driven ideation sessions
after, 256
choosing winner, 255
feedback, 256
follow-up, 256
implementation roadmap, 256
learnings, 256
materials checklist, 249
moderating teams, 254
overview, 245
personal drivers, 251
pitching to group, 255
preliminary questions, 246
purpose of, 251
recording results, 256
setting up venue, 248
team building, 253
team design, 253
trend champion, 256
trend presentation, 252
using consumer trend canvas, 247
trend evaluation
trend frameworks
spotting and tracking trends, 112–113
#trending, 83
trend-led strategy, 192
trend presentation, 252
trend presentations
innovation selection, 291
overview, 288
structure of, 290
trend narratives, 291
trend selection, 290
trends
adaptation of, 156
branded government trend, 234–237
challenges for identifying, xi
emerging expectations and, 56–57
fads vs., 55
fundamental elements, 48–54, 62
guilt-free consumption, 19, 204–219
innovation clusters and, 70–71
Internet of Caring Things, 88–89, 160
mentor-to-protégé customer trend, 230–233
naming, 96
overview, 45
pop-up trend, 157–159, 274–275, 313
spotting and tracking, 112–113
spotting vs. creating, 62, 66–67
sustainability mega-trend, 19
sympathetic pricing trend, 226–229
for temporary retail spaces, 156–159
TrendWatching CTR example, 190–191
tribes & lives mega-trend, 101
triggers, 52–53, 82, 95, 210–211
TripAdvisor, 92
t-shirts, 159
$20 Million & Change fund, 21
two-in-one smoke alarm and carbon monoxide detector, 88
U
Uber Technologies Inc., 15, 54, 227, 318
ubitech, 107
UNICEF, 163
uninformed customers, 11
Uniqlo, 126
Universal Music Group, 245
U.S. Environmental Protection Agency, 128
user-generated content, 25
users, 32
user-submitted questions, 92
Uys, Pieter, 275
V
Value Proposition Design, 297
vegan cookbooks, 137
vending machines, 26
Venmo, LLC, 22
Versace, 135
video help, 231
Vine, 237
virtual products/services, 16
virtual reality, 83
virtual reality headsets, 17
vloggers, 139
Vodacom, 275
Vodaphone, 296
W
wait times, 189
@WalmartLabs, 303
Warby Parker, 275
WaterAid, 159
water charity pop-up, 159
Watson, Emma, 127
Wayra Academies, 315
wayung kulit shadow puppetry, 124
wearable devices, 183
wearable fitness trackers, 271
Webvan, 75
weddings, 29
We Run MX, 26
Westfield Group, 303
Whisper, 166
Whole Foods Market, Inc., 61
W Hotels, 29
Wilkinson, Richard, 301
wireless connectivity, 89
World Wide Fund for Nature (WWF), 245
X
Y
yoga clothing, 137
youniverse, 103
YouTube, 12, 16, 92, 133, 139, 318
YrStore, 159
Z
Zappos, 139
zero-risk environments, 17, 128
Zipcar, 77
Zona 18, 235
Zoom LeBron IV NYC trainers, 158
Zynga, 151