The Popcorn Report - Hardcover

Popcorn, Faith

Hardcover

ISBN 10: 0385400004 ISBN 13: 9780385400008

Publisher: Doubleday Business, 1991

Speculates on the three major trends that will influence American business in the future--cocooning, or the urge to stay home; an emphasis on survival in a ruined environment; and a return to youth culture

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.

Review:

"The Popcorn Report is a fascinating and important work for anyone who produces, sells or consumes." -- -- New York Newsday

"The Popcorn Report is a fascinating and important work for anyone who produces, sells or consumes." -- New York Newsday

"As usual, Faith Popcorn is one step ahead of anybody else. Her prescient thinking is brilliant, intriguing, and thought-provoking." -- -- Martha Stewart

"As usual, Faith Popcorn is one step ahead of anybody else. Her prescient thinking is brilliant, intriguing, and thought-provoking." -- Martha Stewart

"The Nostradamus of marketing." -- Fortune

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

• Publisher: Doubleday Business
• Publication date: 1991
• ISBN 10: 0385400004
• ISBN 13: 9780385400008
• Binding: Hardcover
• Edition number: 1
• Number of pages: 226