Trend Forecasting & Cultural Strategy
As a seasoned Cultural Strategist at the globally renowned trend forecasting firm Future Snoops (FS), I synthesized historical, sociological, and anthropological research with current global data to decode shifting cultural patterns. By blending qualitative and quantitative insights, I mapped out actionable foresight that directly guided brand strategy, product design, and cross-industry innovation.
A Note on Confidentiality: Due Future Snoops’ subscriber-only platform, I am unable to share full-length reports. However, you can find selected samples of my work and insights at the bottom of this page.
Long Term Foresight & Strategy
Macro Trends and Cultural Sentiments
Every year, I partnered with the FS Culture team to craft 4–5 Macro Trends, enabling brands to foresee long-term cultural shifts and execute high-level creative and strategic thinking across diverse industries. Each season, we identified pivotal Cultural Sentiments to decode consumer emotions and behaviors—tracing their origins, analyzing their cultural manifestations, and uncovering actionable market opportunities. During my tenure at FS, I actively deepened the research methodology behind these reports and elevated the content strategy to maximize client value.
A Trusted Voice
Bespoke Brand Advisory & Consulting
In my role as a Cultural Strategist, I maintained direct client relationships to deliver tailored, high-touch advisory services. Utilizing culture as the driving force behind our forecasting methodology, my analysis dictated the core themes and strategic direction delivered to partners. Global, top-tier brands trusted my expertise to steer their trend forecasting, sustainability communications, and forward-thinking DEI strategies, including gender-inclusive product design.
Ironic Brand Collaborations
Collaborations have become the fuel that drives hype and cultural relevance for brands, but in this crowded space, it’s been harder for new collaborations to stand out. A few of the world’s most ubiquitous brands like Adidas and Hanes are approaching collaborations with a dose of irony by partnering with provocative streetwear brands. Ironic consumption refers to using a product while trying to “dissociate from the meaning or identity that the product normally signals.” In a similar vein, ironic collaborations include partnerships between brands that are seemingly incongruent. Ironic consumption is often used by consumers as a tool to express criticism of cultural constructs like consumerism or conservatism, differentiate oneself from larger groups, or offer a simple gesture of humor. Symptomatic of digital meme culture and its ironic tones, this subversive style of consumption is becoming a key tenet of Gen Z’s consumer behavior
Dancing Through Economic Distress
Why do we turn to dance music during times of economic distress? As inflation, rising costs, and a possible economic recession weigh on the collective conscience, a contrasting tone of optimism is coming out in pop music. New releases from the world’s biggest artists, including Beyoncé’s ‘Break My Soul’ single and Drake’s ‘Honestly, Nevermind’ LP, are referencing the pulsing kicks and retro synths of the house genre. The tendency for music to pick up speed during times of economic distress is a recurring cycle that was last observed during the Great Recession of 2008. By the end of 2009, the Billboard Hot 100 was topped by club-ready hits like the Black Eyed Peas’ “I Got A Feeling” and Lady Gaga’s “Just Dance”. Consistent with previous historical research, a 2022 study, which compared Billboard chart data between 1958 and 2021 with the Arthur Okun economic misery index, showed that listeners prefer happier, more danceable songs during times of increased economic distress. This cultural phenomenon demonstrates music’s ability to act as an emotional regulation tool and is related to the need for stress relief and escape during collective hardships.
Public speaking engagements:
During this virtual panel discussion, I sat down with Dara Erck, founder of all-gender body care + vitamin brand SAM+LEO and my colleague to dive into the ever-evolving potential of the gender-inclusive space. The Brand-Led Culture Change event, hosted by Sustainable Brands is a multi-day virtual event focused on topics and discussions related to macro trends and cultural shifts - and how we, as business leaders, can join this unique moment in history, and contribute to a sustainable future that ensures a flourishing and inclusive space for all. Due to the paid-entry of the event, there is no video available.