Brands Are Looking to Futurists to Foresee Trends and Anticipate Disruption

They're known as trend spotters, forecasters or analysts

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For automakers like Ford, where cars can take three years to go from concept to completion, the ability to see what’s coming down the road isn’t a luxury, it’s a necessity.

That’s why, for the last two decades, Ford has had a team poring over data and examining trends in the social, economic, environmental, technological and political arenas.

A major trend the team identified early on was that people were living longer, says Sheryl Connelly, Ford’s manager of global consumer trends and futuring.



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This story first appeared in the December 3, 2018, issue of Adweek magazine. Click here to subscribe.