Understanding Youth Culture Is the Key to Success in 2019 and Beyond Trendera founder Jane Buckingham urges entrepreneurs to prepare for the future by looking at what the youngest generation wants right now.
By Liz Brody •
This story appears in the December 2018 issue of Entrepreneur. Subscribe »
Jane Buckingham started trend-hunting at age 17, when she wrote her first book, Teens Speak Out. Some three decades later, she's still hot on the scent -- and still hanging out with teens, because doing so provides a keyhole view of the future. "They're not so set in their ways, so that's where you see change happening," Buckingham says. The firm she founded in 2009, Trendera, forecasts what's next through deep research and consumer surveys on everything from technology to gender fluidity. Entrepreneurs should pay particular attention to shifts in culture, she says, "because when attitudes change, there's always opportunity."
What macro trends are you seeing in 2019?
The rest of this article is locked.
Join Entrepreneur+ today for access.
Already have an account? Sign In