"According to Author, Future Full of Challenges"

Although she hasn’t published a new book in several years, Faith Popcorn remains one of America’s foremost marketing consultants and “futures” speaker. Known for her uncanny ability to forecast consumer trends, in the early 1980’s, she predicted the demand for fresh foods, four-wheel drives and the short life of the “New Coke”. In the 1990’s she predicted the explosive growth in home shopping via television and the Internet.

In addition to making a lucrative income as a speaker, Ms. Popcorn also chairs the BrainReserve, Inc., a marketing consultancy. The BrainReserve specializes in identifying and anticipating consumer demands and trends for many of the Fortune 500 companies. Ms. Popcorn helps these companies position themselves so that they can respond to the future needs of their consumers.

Published in 1992, “The Popcorn Report: Faith Popcorn on the Future of Your Company, Your World, Your Life” was an international phenomenon, published in twelve languages. Her second book, “Clicking: 16 Trends to FutureFit Your Life, Your Work, and Your Business” was published in 1996 and continues to be a cult book in the marketing field. In “Clicking” the author shows the reader how to find one’s niche in work, lifestyle and relationships and how to capitalize on trends in consumer behavior and society. She emphasizes how individuals must click (recognize and respond) to trends. Success is determined by being poised to take the fullest advantage of upcoming trends. Her book is loaded with anecdotes and examples and packed with ideas, products and people who have successfully mastered the trends. Faith Popcorn presents a valid argument that we as a society need to observe the trends that are driving our culture.

In her latest book, EVEolution, the Eight Truths of Marketing to Women”, Ms Popcorn offers businesses and entrepreneurs words of wisdom about tapping into the lucrative female market. Popcorn says that businesspeople must realize they can’t succeed in business unless they market correctly to women. In today’s market, women make 80 percent of all purchasing decisions. It’s the old 80/20 principle, and retailers must wise up and make women the chief target of their advertisements and promotions. Popcorn calls this the “EVEolution”—a trend to create profitable and lasting relationships with women—the key consumers. Using business case studies, cultural signals, statistical data, and in-depth interviews with CEOs, entrepreneurs, and consumers, Popcorn presents the essential truths about marketing to women.

“From DigiTruth to Identity Terrorism-Faith Popcorn’s Predictions for 2004”, a December 22nd online “Yahoo Business News” article, the author predicts that in 2004 we will experience deep anxiety over political, ethical, and economic disruptions. Porn will become the norm as the media pushes the limits of what’s acceptable and technology offers immediate gratification. While we have been concerned about the “Big Brother” syndrome in government , new technology will generate the “Big Mother” syndrome in family life. This mother-child dynamic will include classroom camcorders, RFID tags in backpacks, and GPS chips imbedded in wristwatches, if not in our children’s bodies. Of course, this syndrome will lead to a backlash that Popcorn calls the “Mom Unplugged” syndrome.

With e-mail and personal websites flourishing, everyone will be able to know just about everything about anyone. “Persona Propaganda” will become a new electronic industry as we try to manage our public persona and create ideal digitized public identities. Related to public identities, however, is the fear of “Identity Terrorism”. This menace will occur when the Internet and other electronic resources are used to malign personal and corporate reputations.

Not only will we worry about our electronic “Persona” and the possibility of it being tarnished by slanderers, but our personal choices will become part of the digital ether and far-ranging marketing and political decisions will be made based upon past electronic choices. Popcorn calls this, “Profiling Paranoia” and this will occur whenever we use a type of electronic device to make purchases.

According to Popcorn and the many futurists who work for or contribute to the BrainReserve, the near future will be a challenge for all of us. It’s in understanding the dynamics of the trends that we can navigate in the seeming chaos of our existence.