Do you know your future customer? Understanding trends can make a huge difference to your business and your customers. It can also help you level up in your career: the ability to prompt conversations about the future and help organisations adapt to change will be among the most desirable leadership skills over the next decade. Trend Leader is a practical guide for those working in design, insight and marketing roles to gain the confidence to talk about future trends. Read this book to understand: What trends are and how forward-looking businesses use them The key skills and behaviours shared by trend leaders The six principles of trend leadership that will supercharge your career How trend leaders at the world's most recognised brands drive change Your own trend leadership status and trajectory, based on our Trend Leader Assessment Tool