Trend is Dead

“Gone are the days of cool-hunting and trying to tap into teen culture.”

Trend is Dead. Yes, it sounds crazy, but hear us out.

The whole idea of trend is predicated on the idea of large groups of people doing the same thing. Conversely, it is also predicated on the idea that they are exclusive or unobtainable.

This is the opposite of how Gen Z and their little siblings, Gen Alpha, think.

Today’s - and tomorrow’s -  youth value inclusivity and radical self-expression above all. There is nothing about these ideas that is rooted in mass trends. The forecasting metrics that deliver the new roadmap to success are Style, Culture, Mindset and Values.

The future of trends is cultural movements. Yes, there will be visual symbols attached to this, but gone are the days of cool-hunting and trying to tap into teen culture.

Brands of the future must exist to enrich culture, not tap into it.