CULTURAL Trend forecasting & CONSUMER INSIGHTS
I recently departed from my role as Cultural Strategist at the globally-renowned trend forecasting firm Fashion Snoops (FS). In my role, I gathered qualitative social research, along with current data from diverse sources to understand cultural patterns and concepts. I then applied these insights to build cultural foresight and winning brand strategies. Due to the fact that FS is a subscriber-only platform, I am not permitted to share full reports. Scroll to the bottom for some samples of my work.
future forecasting
Macro Trends and Cultural Sentiments
Every year the FS Culture team and I crafted 4-5 Macro Trends that help brands foresee long-term cultural shifts and deliver creative and strategic thinking across lifestyles and industries.
Every season, we also identified key Cultural Sentiments to allow our clients to understand what consumers are feeling and why. We trace where they came from, how they are manifesting in culture, and the opportunities they present across all markets.
During my time at FS, I have played an active role in deepening the research behind these reports and improving our content strategy to better serve our clients.
A TRUSTED VOICE
Bespoke Brand Advisory & Consulting
As a Cultural Strategist I am regularly interacting directly with clients to provide bespoke advisory. Since culture is the top layer of the forecasting methodology, my insight informs the direction and overall themes that we present to clients. I have been trusted by some of the most recognizable brands in the world not only for trend guidance, but also insights for sustainability communication strategies and issues in diversity, equity, and inclusion like gender-inclusive products.
actionable content
Consumer Insights and Opportunity Reports
I am responsible for coming up with timely, engaging topics and expanding upon them in consumer insights and opportunity reports. Some notable reports I played a major role in introducing include the FS’s first-ever Future or Retail report and FS’s first-ever Gender Inclusive Apparel report.
writing samples:
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 Danny Goldstein 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.
FS hosts a monthly webinar where editors share what’s caught their eye this month across the cultural landscape and explore the shifts that are occurring. I have hosted the Show + Tell webinar multiple times over time at FS. On average about 100 to 200 attendees attend every session.