Understanding Youth Culture Is the Key to Success in 2019 and Beyond

Jane Buckingham started trend-hunting at age 17, when she wrote her first book, . Some three decades later, she’s still hot on the scent -- and still hanging out with because doing so provides a keyhole view of the future. “They’re not so set in their ways, so that’s where you see change happening,” Buckingham and consumer surveys on everything from to gender fluidity. Entrepreneurs should pay particular attention to shifts in culture, she says, “because when attitudes change, there’s always opportunity.”