How can you use trend forecasting to create a commercial space that appeals to Gen Z?

1 What is trend forecasting?

Trend forecasting is not about following fads or copying what others are doing. It is about identifying the underlying drivers and patterns that shape the needs, desires, and values of your customers. Trend forecasting involves researching and analyzing various sources of information, such as social media, market data, industry reports, and expert opinions, to identify emerging trends and opportunities. Trend forecasting also requires creativity and intuition, as you need to interpret and apply the insights to your specific project and context.

2 Why is trend forecasting important for commercial design?

Trend forecasting can help you create a commercial space that is relevant, innovative, and differentiated from your competitors. By understanding the trends that influence Gen Z, you can design a space that meets their expectations and resonates with their identity. For example, some of the trends that are relevant for Gen Z are sustainability, social justice, digitalization, personalization, and authenticity. By incorporating these trends into your design, you can create a space that reflects Gen Z's values and aspirations, and that offers them a meaningful and memorable experience.

3 How to use trend forecasting for commercial design?

The first step to use trend forecasting for commercial design is to define your goal and scope. What is the purpose of your space? Who are your target customers? What are their characteristics and preferences? How do you want them to feel and behave in your space? These questions will help you narrow down your focus and set your criteria for selecting and evaluating trends.

The next step is to gather and analyze information from various sources. You can use online tools, such as Google Trends, Pinterest, or WGSN, to track and compare the popularity and relevance of different keywords, topics, and images related to your project. You can also use social media, blogs, magazines, podcasts, or newsletters to discover and follow influencers, experts, and niche communities that share your target audience's interests and opinions. You can also conduct surveys, interviews, or observations to collect feedback and insights from your customers directly.

The third step is to synthesize and interpret the information you have collected. You can use frameworks, such as PESTLE (Political, Economic, Social, Technological, Legal, Environmental), SWOT (Strengths, Weaknesses, Opportunities, Threats), or STEEP (Social, Technological, Economic, Environmental, Political), to organize and categorize the information into different dimensions and factors. You can also use tools, such as mind maps, mood boards, or scenarios, to visualize and communicate the information in a creative and engaging way.

The final step is to apply and implement the trends into your design. You can use techniques, such as brainstorming, prototyping, or testing, to generate and refine your design ideas based on the trends you have identified. You can also use methods, such as storytelling, storytelling, or storytelling, to present and justify your design decisions to your clients and stakeholders.

4 What are some challenges and limitations of trend forecasting?

Trend forecasting is not a foolproof or flawless process. It involves a lot of uncertainty and ambiguity, as trends are constantly evolving and influenced by many factors. Therefore, you need to be aware of some of the challenges and limitations of trend forecasting, and how to overcome them.

One challenge is to avoid confirmation bias, which is the tendency to seek and interpret information that confirms your existing beliefs or assumptions. To avoid confirmation bias, you need to be open-minded and curious, and to seek and consider diverse and contradictory perspectives and sources.

Another challenge is to avoid overgeneralization, which is the tendency to apply a trend to a broad or universal context, without considering the nuances and variations of different segments or situations. To avoid overgeneralization, you need to be specific and contextual, and to tailor and adapt your design to your target audience and location.

A third challenge is to avoid trend fatigue, which is the tendency to lose interest or enthusiasm for a trend that has become too common or saturated. To avoid trend fatigue, you need to be original and innovative, and to add your own twist or value to the trend.

5 How to measure the success of your trend forecasting?

The ultimate goal of trend forecasting is to create a commercial space that appeals to Gen Z and achieves your desired outcomes. Therefore, you need to measure the success of your trend forecasting by evaluating the performance and impact of your design. You can use quantitative and qualitative methods, such as analytics, surveys, interviews, or reviews, to collect and analyze data and feedback from your customers, clients, and stakeholders. You can also use metrics, such as sales, traffic, engagement, retention, or satisfaction, to assess and compare the results of your design. By measuring the success of your trend forecasting, you can learn from your successes and failures, and improve your future projects.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?