Brands that are relevant and profitable for decades are good at thinking ahead to upcoming trends, and they routinely question assumptions. Experts point to five trends that will drive consumer spending in the years ahead: the personal drive to improve, new ways to gain consumer loyalty, a broader view of gaming, shifting age-group profiles and the end of the digital-physical divide.

Brands that embrace new trends, that get excited about spotting them, are the ones that will lead the way in tomorrow’s market. They understand that change is not only a given but a practice to embrace. In this playbook, you’ll learn important habits for cultivating a futurist mentality when it comes to marketing, including:

• Seeking out new views from experts outside your industry and from customers with unmet needs.
• Keeping an open mind to trends that seem weird or fringy—they can signal tomorrow’s mainstream.
• Relaxing with the discomfort of change—it leads to innovation.

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