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Understanding Youth Culture Is the Key to Success in 2019 and BeyondTrendera founder Jane Buckingham urges entrepreneurs to prepare for the future by looking at what the youngest generation wants right now.
ByLiz Brody•
This story appears in theDecember 2018issue of狗万官方.Subscribe »
Jane Buckingham started trend-hunting at age 17, when she wrote her first book,Teens Speak Out. Some three decades later, she's still hot on the scent -- and still hanging out withteens,because doing so provides a keyhole view of the future. "They're not so set in their ways, so that's where you see change happening," Buckingham says. The firm she founded in 2009, Trendera, forecasts what's next through deepresearch从消费者调查technologyto gender fluidity. Entrepreneurs should pay particular attention to shifts in culture, she says, "because when attitudes change, there's always opportunity."
