Definition:
Coolhunting is a way of larger producers creating brands based on what is new and ‘in’ in youth culture. Naomi Klein, author of ‘No logo’ refers to it as basically corporate journalism.
Cool-hunting can be market research focused on the youth & trendy/hip market. And learning what’s ‘cool’ in a specific (typically youth-oriented) market segment.
Cool-hunting can be extended to baby boomers who want the feeling of youth. Coolhunting is consumption focused, and fad-driven.
Now for the 2thinknow® View >
The 2thinknow® View
Global Stage:
5-stage Trend Lifecycle analysis model by 2thinknow
Very Brief Global Impact Analysis
Coolhunting focuses on new cool fast-moving consumer products. so it is largely about production and consumption, so suits consumer goods manufacturers.
2thinknow® is of the view that corporations need to responsibly produce lasting goods & services of quality, not disposable fad goods.
From an investment point of view generally only 1 or 2 companies can profit from a fad (or a short-term trend). And often these corporations then become labelled as ‘dated’ when the fad leaves.
Coolhunting strategically has some weaknesses as any sort of long-term strategy. Trend analysis, and trend-spotting (beyond short-termism) offers most industries & Government superior understanding. That’s the 2thinknow view.
The firm 2thinknow view is that coolhunting will be countered by environmental factors mid-term.
Trend impact is specific to industries, market segments & geographic markets. This is a brief general extract of 2thinknow® full analysis.
Some selected Related Trends
n/a.
Next Steps:
1. Assistance for this & other trends
Need to see more the future clearly? 2thinknow® filter, hand-select & transfer trend knowledge applicable to your industry, department, policy & markets.
> 2thinknow® Trend Impact & Opportunity Analysis.
Global innovation search. Leading innovators like Proctor & Gamble or Google use this strategy.
> 2thinknow® Innovation Discovery. Searching the Global network of ideas.
2. Related 2thinknow® products on trends
Global Innovation Review book & related products. These include trend analysis & change maps until 2013.
> Global Innovation Review Books & data products
Why not select the Global Innovation Review (Change Trend Review) in slide format? Convenient. Slot-in slides into your corporate presentations.
> Change Trend Review Slide Set
3. Further Reading & Viewing
Gloor, A., and Cooper, S, “Coolhunting”, AMACOM Div American Mgmt Assn, 2007
Global Change Trends: Analyzed by 2thinknow 