By Anne Lise Kjaer (auth.)

ISBN-10: 1137370092

ISBN-13: 9781137370099

ISBN-10: 134947519X

ISBN-13: 9781349475193

In a quick relocating international, companies have to stay alongside of information research and trend recognizing to spot destiny possibilities. Anne Lise Kjaer provides a special method for worldwide pattern recognizing besides sensible instruments and methods to assist businesses and organisations examine industry alterations and ascertain the way in which ahead.

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Additional resources for The Trend Management Toolkit: A Practical Guide to the Future

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But suddenly there was a shift in behavior and attitude – one in which people started buying things they essentially didn’t need but wanted in order to enhance their sense of status and self-worth. The Austrian-American Edward Bernays – nephew of Sigmund Freud – was instrumental in fostering the American consumer society and changing corporate mindsets to serve new emerging needs. As a pioneer of public relations and propaganda, he used social psychology to understand and influence behavior. While somewhat shocking when viewed through the prism of our modern sensibility and sensitivity to consumer manipulation, there was real human insight in Bernays’ thinking and it worked like a dream, in the short term at least.

By visualizing the whole picture and considering society’s currents and how these relate to people’s real needs and wants, we get closer to a human-centric outlook. This process necessarily means we step outside our corporate box in order to envision how our 24 The Trend Management Toolkit organization appears to others – using whole-brain thinking. Because it provides a broader and more holistic view of our surroundings, it becomes far more likely we will innovate in a way that appeals to our audience.

Of course, the act of consuming is not always guilt-ridden; many enriching and life-enhancing experiences also spring from our choices, so it is not all bad news. But maybe it is time to replace the term “consumer” with “people,” to connect us back to an authentic landscape of real human needs and desires. As the global dialogue around consumption intensifies, people begin to ask themselves profound questions. , and it is important for brands to connect with people in a way that enriches lives, not just company bank balances.

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The Trend Management Toolkit: A Practical Guide to the Future by Anne Lise Kjaer (auth.)


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