S04 Ep89
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.

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 here.
Download Mintel’s 2022 Global Consumer Trends for free or watch the video now.
Get the latest insights, thinking and perspectives on consumers on the Mintel Blog.

Meet the Host
Elysha Young
Trends Manager, APAC
Meet the Guests
Dana Macke
Director of Mintel Trends, Americas
Simon Moriarty
Director of Mintel Trends, EMEA
Matthew Crabbe
Director of Mintel Trends, APAC
Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

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