What is a Trend Leader?

A Trend Leader is a person responsible for making decisions about future direction, future products and future messaging inside a corporation or business.

Trend forecasting is a discipline that should run throughout a whole business from the strategic decision makers on an Executive team, whose job it is to futureproof the business and understand the context in which the business will be operating, right through to product teams, designers and marketing. Everyone cares about what their customer will do next and a Trend Leader’s ability to predict that is critical.