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In 1991 publiceerde Faith Popcorn “The Popcorn report”. Ze was mijn eerste contact met trendwatching en marktonderzoek. Het boek was toen bijzonder populair en voorspelde tien trends die het komende decennium zouden doorbreken. Wie in 2000 de balans van zijn leven én de wereld maakte, kan voor zichzelf uitmaken of ze gelijk had.

Trend 1 : Cocooning

We’re hunkering down, we’re holing up, we’re hiding out under the covers … we’re home.

Trend 2 : Fantasy Adventure

Send me out into another life. But get me back for supper.

Trend 3 : Small Indulgences

And damned if we don’t deserve them.

Trend 4 : Egonomics

It’s the I in what they buy.

Trend 5 : Cashing Out

Stop the ’90’s, I want to get off.

Trend 6 : Down-Aging

We’re challenging the biological demarcations of age, redrawing the line that seperates youth from maturity.

Trend 7 : Staying Alive

Do the right thing and you never have to die.

Trend 8 : The Vigilante Consumer

We’re mad as hell and we’re not going to buy it anymore !

Trend 9 : 99 Lives

“It takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that !” said the Queen (Alice in Wonderland).

Trend 10 : S.O.S. (Save Our Society)

We can never give up the belief that the good guys always win. And that we are teh good guys.

PS. Waar Faith zich vandaag mee bezig houdt lees je op de website van Brainreserve.