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A Lifetime of Trendspotting

A Lifetime of Trendspotting

Marian Salzman

Marian Salzman

December 12, 2017

The challenge for trendspotters has been how to deal with the massive volume of information and the sheer number of people who are online and expressing themselves.

Huffington Post

By Marian Salzman
CEO, Havas PR North America
Dec. 12, 2017

 

If someone back at school had told me that “trendspotting” was a career option, I would have jumped at it. My natural inclination has always been to notice what people are doing—the clothes they’re wearing, what they’re buying, what they’re talking about, how they’re interacting and what brands are doing with them and for them. Nobody told me about trendspotting back then because nobody was doing it; it wasn’t a thing. But starting from the late 1980s, I’ve had the pleasure of turning my natural inclination into a job. It has served me well. Besides turning my grasp of trends into a competitive advantage for the brands my PR agency serves, my passion for what’s next yields Havas PR’s annual trends report. We’ve just released our wide-ranging 2017 report with 20 trends for 2018. It offers a perspective on the D-days we’re now living—days of disruption, despair and raging dumpster fires.

This is the time of year when I am most often asked about what it takes to be a trendspotter and how I ended up with that as part of my job description. It’s certainly not a title that turns up in job listings very often. For that first decade or so as a trendspotter, I was one of a happy little band of oddballs and outliers who had stumbled, lucked or intuited their way into it. Picking one another’s brains, we developed the tools and techniques of the field, breaking new ground and establishing ourselves as what would eventually be called thought leaders.

 

Read the full article

Huffington Post

By Marian Salzman
CEO, Havas PR North America
Dec. 12, 2017

 

If someone back at school had told me that “trendspotting” was a career option, I would have jumped at it. My natural inclination has always been to notice what people are doing—the clothes they’re wearing, what they’re buying, what they’re talking about, how they’re interacting and what brands are doing with them and for them. Nobody told me about trendspotting back then because nobody was doing it; it wasn’t a thing. But starting from the late 1980s, I’ve had the pleasure of turning my natural inclination into a job. It has served me well. Besides turning my grasp of trends into a competitive advantage for the brands my PR agency serves, my passion for what’s next yields Havas PR’s annual trends report. We’ve just released our wide-ranging 2017 report with 20 trends for 2018. It offers a perspective on the D-days we’re now living—days of disruption, despair and raging dumpster fires.

This is the time of year when I am most often asked about what it takes to be a trendspotter and how I ended up with that as part of my job description. It’s certainly not a title that turns up in job listings very often. For that first decade or so as a trendspotter, I was one of a happy little band of oddballs and outliers who had stumbled, lucked or intuited their way into it. Picking one another’s brains, we developed the tools and techniques of the field, breaking new ground and establishing ourselves as what would eventually be called thought leaders.

 

Read the full article

Marian Salzman is the CEO of Havas PR North America and was named one of the world's top five trendspotters.

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