Institutional Futurists, Trend Watchers

I just got my monthly Trendwatching.com e-mail and the introduction says a few things that really made me think about the implications of a Futuring and Innovation center versus a Trend Unit as described in the e-mail.

Trend watching is about more than spotting the next color, fabric or hot designer. Sure, black may be back, and miniskirts may re-conquer the catwalks in 2008, but the consumer arena is infinitely more complicated than that. Oh, and trend watching isn't  about ‘hard-core’ futurism, either. Better leave gazing into a crystal ball, predicting what's going to happen 15 to 20 years from now, to futurists and scenario planning departments. Trend watching is about observing and understanding what’s already happening, major and minor, mainstream and fringe.

As an Institutional Futurist and Trend watcher I feel that there is a great synergy for the two.  It is my opinion that scenarios should be built upon the possible impacts of the success or failure of these trends. Furthermore as the trend cycle accelerates (I think it is) scenario planners must be more flexible. The challenge is developing a quality scenario while the parameters of the future are always shifting about. I am currently working out a scenario for social engagement and connection over the internet, predicting how it will impact the fund-raising and community engagement model of the American Cancer Society in the immediate and long therm future. As new trends (Friendster, Myspace, SMS) arise I am watching their entire life-cycle from birth to demise and looking at how the Society can learn and apply those lessons in a sustainable long term solution.  As an institutional Futurist I  focus on my one client, and have the luxury of direct contact with many decision makers.  I like that!