How To Predict The Future With Trend Forecaster Laura Saunter Of WGSN Insight


Haley Crawford contributed to this story.

The woman who predicted the millennial pink craze, Laura Saunter, trend forecaster and senior strategist for WGSN Insight, is an expert at spotting cultural shifts. A former French language and literature student at the University of Oxford, Saunter has always been a diligent researcher and cultural observer, with a keen interest in connecting the dots between the societal changes she picks up on.

One of the world’s foremost trend forecasting agencies, WGSN has rarely been mistaken in predicting a cultural shift. Its team of over 250 global forecasters, based everywhere from SĂŁo Paulo to Melbourne to London, read a combined total of 800 blogs a day and observe changes in consumer behaviour in-store, by attending music festivals and retail conferences (pre-Covid), and by keeping an…

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