The Popcorn Report : Faith Popcorn on the Future of Your Company, Your World, Your Life by Faith Popcorn - From the Publisher: Faith Popcorn cites new trends for the nineties in updated Popcorn Report. Faith Popcorn's (slightly unusual) name is synonymous with consumer trends. The woman who spotted and named the "cocooning" movement advises clients from Campbell Soup to American Express to IBM on consumer attitudes, emerging patterns, and positioning. As Popcorn herself noted, "trends never end," and so she has updated her bestselling book The Popcorn Report: Faith Popcorn on the Future of your Company, your World, your Life, for its first paperback edition. In her new update, Popcorn again demonstrates her acute sensitivity to the cultural and social pulse, and she identifies these new directions in consumer attitudes and behavior:
Clanning. Noting the splintering of society into smaller and smaller affinity groups, Popcorn defines this emerging phenomenon: "It's about building your own family, your own support system...for economic security, companionship, and shared values."
Sexuality. Two themes will dominate sexuality in the nineties, says Popcorn. "How to Make Monogamy Not Monotonous, and Celebrating Celibacy."
Activism. In this political year, Popcorn detects an angry note in consumer attitudes; she cites the Gulf War, the Clarence Thomas hearings, and the ongoing destruction of the environment as events which have riled the public.
In addition to tracing these new directions, Popcorn looks at the ten well-defined trends that her company, BrainReserve, is actively tracking, and she brings the reader up to date on the latest developments in each. She explains her techniques for gathering and analyzing the raw data that produce her remarkable insights into consumer behavior, and she offers numerous examples and case studies to show how a knowledge of trends can offer a competitive edge in the marketplace. She also describes strategies for getting "on-trend" and staying there, for making the most of trends, and for extrapolating a trend's future direction.
From the Publisher The Popcorn Report is a distillation of years of research into the dynamics of consumer behavior. Faith Popcorn shares her vast knowledge of consumers and applies that experience to the craft of marketing. She not only shows how an understanding of trends can enhance marketing efforts today, but also how trends can change consumer marketing itself in the future.
Popcorn's updated information also provides readers with hundreds of ideas that can add to and influence their personal lives.
About the Author:
Faith B. Popcorn, chairman, a recognized and respected consumer authority, founded BrainReserve in 1974. She has correctly predicted the impact of social, economic, and political trends on American lifestyles and buying habits, and her highly accurate forecasts are often noted in the media. Prior to forming BrainReserve, she was an award-winning creative director at a New York advertising agency.
BrainReserve's staff includes seasoned business and creative professionals who have held senior level positions in major consumer products companies, financial service establishments, national magazines and advertising agencies.
New York Newsday "The Popcorn Report is a fascinating and important work for anyone who produces, sells or consumes."
Fortune "The Nostradamus of marketing."
Martha Stewart "As usual, Faith Popcorn is one step ahead of anybody else. Her prescient thinking is brilliant, intriguing, and thought-provoking."
-- New York Newsday "The Popcorn Report is a fascinating and important work for anyone who produces, sells or consumes."
-- Fortune "The Nostradamus of marketing."
-- Martha Stewart "As usual, Faith Popcorn is one step ahead of anybody else. Her prescient thinking is brilliant, intriguing, and thought-provoking."
Nobody has been more accurate about how to profit from the future than Faith Popcorn, who in her bestselling The Popcorn Report reports on what we'll buy, where we'll work, and what we'll think in the next decade. For the corporate manager and the owner of a "kitchen table" business alike, The Popcorn Report offers hundreds of ideas for new products to create, new businesses to start, and new markets to capture. Here, too, are the market waves that are beginning to dominate your personal and profes-sional lives. Faith reveals how to chart the future's impact on your business, how to capitalize on the newest trends, and the ways in which emerging mar-keting techniques will revive the dying retail market. She also describes what impact these changes will have on your habits at work, at home, and at play. Here is every businessperson's chance to get the word on the future--now.
00-01 William Allen White Children's Book Award Masterlist
About the Author: Faith Popcorn, bestselling author of The Popcorn Report and chairman of BrainReserve, Inc., the New York-based marketing consulting firm she founded in 1974, is recognized as America's foremost trend expert. Identifying such sweeping societal concepts as "Cocooning," "Cashing Out," "FemaleThink," and "Pleasure Revenge," she has developed a unique method of understanding consumer needs to prepare her clients for the future marketplace. As key strategist for BrainReserve, Popcorn uses her insight on cultural and business trends to develop new products, reposition established brands, and define areas of new business opportunity.
Documented as having a 95% accuracy rate, Popcorn correctly predicted the demand for fresh foods, four-wheel drives, and the failure of New Coke. She was the first to target the stay-at-home syndrome and to anticipate the explosive growth in home delivery, home businesses, and home shopping. Her hour-long seminar, which focuses on how today's trends are affecting consumer lifestyles and purchase behavior, has been presented to thousands of audiences across the globe.
Popcorn is a graduate of New York University and New York's High School for the Performing Arts. She lives and works in Manhattan and Wainscott, New York.
December 19, 2001 - The Popcorn Report 2002
Trend forecaster and marketing futurist Faith Popcorn, who recently co-authored Dictionary of the Future with Adam Hanft, is announcing her top 10 predictions for 2002. Ms. Popcorn and her company, BrainReserve, consult with their TalentBank of nearly 7,500 professionals each year and read close to 5,000 publications monthly to monitor the consumer mood and make predictions on future trends.
Top 10 Predictions for 2002:
Armored Cocoon: A safe and secure filtered environment: top notch security systems, filtered air, filtered water, and anything else that makes a consumer feel protected from the dangers of the outside world.
Mancipation: Man's new role as mom and caregiver. Also, seen in the increased number of male nannies (mannies) who will step in to teach children the athletics of life, including bike riding, catch, and basketball, in order to help out older men who have become fathers.
Glutinous Gourmet: The compulsive desire to eat expensive, gourmet-style food in inordinate quantities.
24-tainment: Entertainment as a drug. Consumers need for constant entertainment from every device, including computers, DVD's, PDA's, cell phones, and Global Positioning Systems (GPS), whether they are in the car, on the street, or in the elevator.
Deskperation: Keeping or getting a job that you don't like, but being grateful to have a job during these economically trying times.
Multiple Retirement: The practice of taking significant departures between careers.
Mandatory Volunteering: Volunteering motivated by the need to have it on a resume versus truly altruistic motives.
Sex-E: Using the Internet to find sexual fulfillment.
MoodManagement: Gaining control of, and altering moods reaches the masses. It's not your grandmother's pillbox anymore. Now, consumers are using Paxil, Prozac, Wellbutrin, and Xanax, among others.
DupeProof Consumerism: A consumer movement fought at the store level that leaves many retailers in the dust.
About Faith Popcorn's BrainReserve
Faith Popcorn's best-selling books include EVEolution and The Popcorn Report, and she has identified such sweeping societal concepts as "Cashing Out," "Anchoring," and "Pleasure Revenge." Her latest book, Dictionary of the Future, co-authored with Adam Hanft, was just released December 12. Fortune 500 companies, including American Express, McDonald's, Procter & Gamble, Pennzoil-Quaker State and GE Capital, have enlisted Faith Popcorn's BrainReserve, a New York-based marketing consultancy, to guide them in understanding and anticipating consumer behavior and how to leverage that insight by developing new products and services to meet the needs of their future customers. Popcorn also has a line of home office furniture designed for women called Faith Popcorn's Home Office Cocoon, as well as Faith Popcorn's Cocooning Chair by La-Z-Boy, and is currently developing a line of Cocooning Wallcoverings with Schumacher.