Trends, suggests Verity Elgee, associate director at Savanta, are not that hard to find, although she acknowledges that distinguishing between them can be a little bit harder. “Many are heard and discussed, maybe at the pub, but they go unnoticed – they’re like an untapped potential.”
Her view is that they are rather like a storm approaching. “You have to spot them early, monitor them and plan for them.”
The thing about trends, she adds, is that spotting them is only half the battle. “We have to look at trends and be open to them but, more importantly, we have...