Thinking in Trends
Chapter 2 tells the story of how the trend forecasting business arose in the United States. The commercial trend business grew in the wake of popular frenzy about “future shock,” a term made famous by Alvin Toffler’s 1970 book of the same name. Toffler’s book also coincided with the birth of futurology--techniques developed among military strategists, long-range planners, and the like to study and better prepare for the future. In the hands of entrepreneurial futurists, futurological and social scientific methods became useful in consulting private enterprises on how to better prepare for the future. The trend business exploded during the 1970s and 1980s, giving rise to famous futurists such as Faith Popcorn, John Naisbitt, and Edie Weiner.