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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

Justin Coit

Opinions expressed by Entrepreneur contributors are their own.

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."

Related: The Young Founder of This Celebrity-Loved Activewear Company Shares Why You Should Always Trust Your Instincts

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