This book is a good reference about the future. I bought a copy in 1999 and now witnessing the trends as predicted - cocooning. I never thought I would spend so much time using the Internet. Today, I am almost utilizing the web just like a television. I also did online learning and now creating web sites for tutorials. I also bought so many books online that are not available in our local bookstores. There is another trend, however, that might happen very soon. People will revert to shipping because petroleum is dwindling in supply and becoming more expensive. The world today is having a hard time, a crisis, as a result of high fuel prices. The result is devastating because the food prices have gone up. Airlines are now having difficulties and limited its flights. Thus, it won't be long when sea vessels and ocean liners will become trendy once again to save on fuel.
Despite the fact this book has an awful cover, it is useful. Faith Popcorn presents a valid argument that we as a society need to observe the trends that are driving our culture. Some of the trends include, cocooning, clanning, icon-toppling among others. These trends make sense and are backed up by anecdotal evidence gathered by the author's company. Faith is a futurist marketer, trying to predict what will happen next, and what consumers will want. There is some wiggle room, I believe, between the forces of what consumers want and what companies and culture demand that the consumer has to buy. Faith leans more towards trends should drive companies, rather than companies driving trends. Overall a useful book, but at this point some of the material is out of date, (note the 97 publishing date), but I am sure Faith is somewhere 'popping' some more ideas at her company, the 'brain reserve.' One pick with this book is the concept of 'female think' & 'mancipation.' While...
The trends Popcorn explains are plausible and clear. She seems to be limited to business applications and relates well to middle-class markets. The advice on multiple screens to make sure an idea will hit solidly is useful. Even coming up with brainstorm examples with friends, yielded a viable new wrinkle on the intersection of several tried and true product stand-bys. Notably absent are demographic trends such as "ganging", although she does allude to it in "clustering".
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