Clicking: 16 Trends to Future Fit Your Life, Your Work, and Your Business

By Levinson, Martin H | et Cetera, Spring 1997 | Go to article overview

Clicking: 16 Trends to Future Fit Your Life, Your Work, and Your Business


Levinson, Martin H, et Cetera


Faith Popcorn heads an agency called BrainReserve which monitors the culture to predict trends which businesses and individuals may need to know about. She has previously authored The Popcorn Report which predicted trends during the eighties. In her latest book she identifies and describes 16 current societal trends:

cocooning: people are staying in their soft cozy nests at home rather than venturing into the harsh outside world

clanning: joining others who validate our belief systems

fantasy-adventure: seeking risk-free adventures such as Virtual Reality trips

pleasure/revenge: the desire to break societal roles and enjoy yourself, (e.g., attend a striptease performance)

small indulgences: purchasing affordable luxuries such as a fancy fountain pen

anchoring: a desire to reach into the past to root oneself in the chaotic present

egonomics: the desire to stand out in some way in the midst of a sterile impersonal computer culture

femalethink: movement from goal-oriented hierarchical organizations to caring/sharing familial ones

mancipation: men are freeing themselves from traditional roles

99 lives: the need to adopt multiple roles to cope with busy, high-tech lives

cashing out: opting out of the rat race

downaging: nostalgia for a carefree childhood

being alive: an emphasis on "wellness" activities such as exercise

vigilante consumerism: consumer revolts against marketplace manipulation

icon toppling: questioning authority

S. …

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