Discussion 5B: Trends, Norms, and Normcore
In this section of the module, we’ve been thinking about a couple of key things that might not initially seem connected: the role of creativity in advertising and the emerging sector of trend forecasting as a key part of modern consumerism that works hand in hand with advertising to promote continuous consumption. Though it is a relatively small and often unfamiliar field that isn’t necessarily considered part of traditional advertising, trend forecasting and the forecasters/futurists who are part of it have an enormous amount of influence on which consumer goods get produced and how those goods are advertised.
Before this discussion assignment, watch the video by clicking the link below:
In the vidio, a fashion buyer talks about how he believes the trend forecasting industry impacts his field and the fashion industry at large. Talking about the early 2010s fashion trend called “normcore” (formally defined as: “post-authenticity coolness that opts in to sameness”) he argues that the research- and data-driven approaches of forecasters reduce creativity and invite sameness across the consumer fashion world.
(One of the points of his analysis–that “normcore” started as a joke but got picked up by manufacturers and advertisers anyway–is disputed in the trend community, but his larger argument–that a reliance on trend data forecasters reduces individuality and creativity, works without it. is a brief Vox explainer of normcore, while is the original report from trend forecasting group K-HOLE that coined the term “normcore.”)
For this discussion, please write a 225 words discussion in response to the following question:
How is trend forecasting similar to and different from advertising as a force that promotes consumption and shapes sociocultural norms? Do you agree or disagree with the argument in the video that trend forecasting reduces creativity? Or, might it be an alternate way of understanding creativity? Use specific quotes from the video and/or reading about trend forecasting.
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