Now, Next, Future

In the fast-paced world of business, staying ahead of the curve is not just an advantage—it's a necessity.

One of the most effective ways to do this is through trend scouting, a process that involves identifying and analyzing emerging trends that could impact your industry.

But why is trend scouting so important, and how are companies leveraging it to stay competitive? Let's dive in.

Your Ultimate Tool for Future Business Adaptation

Trend scouting, also known as trend forecasting or trend spotting, is the process of identifying new trends, behaviors, and innovations that are just beginning to gain traction. These trends can range from new technologies and business models to shifts in consumer behavior and societal values.

In recent years, trend scouting has gained significant traction as a strategic tool for businesses. According to a recent report by McKinsey, companies that actively engage in trend scouting are 1.3 times more likely to experience above-average growth. This is because trend scouting allows businesses to anticipate changes in the market and adjust their strategies accordingly, thereby gaining a competitive edge.

Stay Ahead of the Curve

Several leading companies have successfully leveraged trend scouting to drive innovation and business growth. For instance, Google's "20% time" policy, which allows employees to spend 20% of their time on side projects, has led to the creation of some of its most successful products, including Gmail and Google Maps. This policy is a form of trend scouting, as it encourages employees to explore new ideas and trends that could potentially transform the company.

Similarly, Netflix's success can be attributed to its ability to spot and capitalize on emerging trends. Recognizing the trend towards online streaming, Netflix pivoted from its original DVD rental model to become a leading global streaming platform. This strategic move allowed Netflix to stay ahead of traditional media companies and dominate the streaming market.

Here are some examples of big tech companies that have successfully used trend scouting:

  1. Google: Google has a long history of trend scouting, which has led to the development of many of its successful products. Google's ability to identify and capitalize on emerging trends in technology and consumer behavior has been a key factor in its success. You can read more about Google's trend scouting activities here.
  2. Pinterest: Pinterest has used trend scouting to grow its user base and improve its platform. By identifying and capitalizing on trends in user behavior, Pinterest has been able to continuously innovate and provide a better experience for its users. More about Pinterest's use of trend scouting can be found here.
  3. Xiaomi: Xiaomi has become an Internet-of-Things powerhouse by effectively using trend scouting. By identifying and capitalizing on trends in technology and consumer behavior, Xiaomi has been able to innovate and grow rapidly. You can read more about Xiaomi's trend scouting activities here.
  4. Zulily: Zulily has used trend scouting to improve its approach to big data. By identifying trends in data analysis and usage, Zulily has been able to improve its services and provide a better experience for its customers. More about Zulily's use of trend scouting can be found here.

The Future is Now

As we move into an increasingly uncertain and volatile future, trend scouting will become an even more critical tool for businesses. With the rapid pace of technological advancement and the ever-changing consumer landscape, businesses that fail to keep up with emerging trends risk being left behind.

In this context, the Now, Next, Future methodology becomes particularly relevant. This approach involves identifying current trends (Now), predicting their evolution (Next), and envisioning their long-term impact (Future). By adopting this methodology, businesses can develop a comprehensive innovation strategy that not only responds to current market conditions but also anticipates future changes.

In the future, we can expect to see trend scouting becoming an even more integral part of business strategy. As the pace of change continues to accelerate, the ability to anticipate and adapt to new trends will become increasingly important. Businesses that can effectively scout and capitalize on trends will be better positioned to thrive in the future business landscape.

Adapting to the Future

Trend scouting is a powerful tool that can help businesses stay ahead of the curve and adapt to the future. By identifying emerging trends and understanding their potential impact, businesses can position themselves at the forefront of innovation, ready to seize new opportunities and navigate future challenges. As the business landscape continues to evolve, trend scouting will undoubtedly become an increasingly critical component of successful business strategies.

Adapting to the future requires businesses to be proactive, not reactive. This means anticipating changes before they happen and preparing for them in advance. Here are some key steps businesses can take to adapt using trend scouting:

  1. Establish a trend scouting team: This team should be responsible for identifying and analyzing emerging trends. This could involve researching industry reports, attending conferences and trade shows, and monitoring social media and other online platforms.
  2. Analyze and interpret trends: Once trends have been identified, they need to be analyzed and interpreted. This involves understanding what the trend is, why it's emerging, and what its potential impact could be.
  3. Develop a strategic response: Based on the analysis, businesses should develop a strategic response to the trend. This could involve launching new products or services, adjusting marketing strategies, or investing in new technologies.
  4. Implement and monitor the response: Once the strategic response has been developed, it needs to be implemented. Businesses should also monitor the effectiveness of their response and adjust it as necessary.
  5. Continually scout for new trends: Trend scouting is not a one-time activity. Businesses should continually scout for new trends and repeat the process.

Trend scouting is no longer a luxury—it's a necessity. The ability to anticipate and adapt to emerging trends is what sets successful businesses apart from the rest. By leveraging the power of trend scouting, businesses can stay ahead of the curve, seize new opportunities, and navigate future challenges with confidence.

However, trend scouting is not a one-size-fits-all solution. It requires a deep understanding of your industry, your customers, and the broader market landscape. It also requires the ability to translate insights into actionable strategies. That's where we come in.

At Lusidea, we specialize in helping businesses harness the power of trend scouting. Our team of experts can help you identify, analyze, and respond to emerging trends, ensuring that your business is always one step ahead.

So, are you ready to embrace the future? Contact us today to find out how we can help your business adapt, innovate, and thrive in the face of change.

The future is full of opportunities—let's seize them together.


Here are seven useful links that can provide more insights into trend scouting and how businesses can adapt:

  1. Trend analysis for business improvement: This article provides an overview of trend analysis and how it can be used to improve business performance.
  2. How To Trendspot Like A Pro: This Forbes article provides tips on how to spot trends like a professional.
  3. How to Spot Business Trends Before They Happen — and Capitalize on Them: This article provides insights on how to spot business trends before they happen and how to capitalize on them.
  4. The Best Sales Leaders Are Trend Hunters: This Harvard Business Review article discusses how the best sales leaders are trend hunters.
  5. Why Your Business Should Use Predictive Trend Spotting: This article discusses why businesses should use predictive trend spotting.
  6. Toolbox | Consumer Trend Canvas | Examples: This page provides examples of how to use the Consumer Trend Canvas, a tool for identifying and analyzing trends.
  7. Three Ways To Think About Innovation Trends: This article discusses three ways to think about innovation trends.