The Business of Forecasting the Future
by Devon Powers
Pub Date 16 Oct 2019
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Devon Powers' provocative insights open up how the business of the future kindles exciting opportunity even as its practices raise questions about an economy increasingly built on nonstop disruption and innovation. Merging industry history with vivid portraits of today's trend visionaries, Powers reveals how trends took over, what it means for cultural change, and the price all of us pay to see—and live—the future.
Devon Powers is an associate professor of advertising at Temple University. She is the author of Writing the Record: The Village Voice and the Birth of Rock Criticism and coeditor of Blowing Up the Brand: Critical Perspectives on Promotional Culture.
"If you think hot trends just whirl up like dust storms, think again: This fascinating book pulls the curtain back on an entire industry devoted to shaping our perceptions of what matters--and with it, the future itself."--Fred Turner, author of The Democratic Surround: Multimedia and American Liberalism from World War II to the Psychedelic Sixties