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.
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."
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, get access to a ton of exclusive content and resources that will help grow your entrepreneurial mindset. You’ll find:
- Exclusive content from our network of today’s leading CEOs and business strategists
- Receive our flagship Entrepreneur Magazine - free!
- No more ads, and get access to the Entrepreneur+ homepage
- Free E-books written by our staff and other industry thought leaders