What is Trend Forecasting?

In general terms, Trend Forecasting is about understanding change. It involves examining research points and connecting the dots from past and current patterns in consumer behaviours, cultural shifts and societal influences to extrapolate a projection for the future. It typically involves making short-term predictions (around 12-24 months) to produce a clear and specific outcome.

Trend forecasting helps businesses anticipate consumer wants and needs, inform and validate strategic decisions, drive innovation, guide brand and marketing and mitigate risks. It empowers businesses to adapt to market changes and react to emerging opportunities.