The low-down on the London launch of Trend-Driven Innovation!


In addition to virtual book launches ‘in’ 26 countries around the globe hosted by the tireless authors, this week also marked the London launch of the our brand new book Trend-Driven Innovation.

Missed it? Here’s what went down.

We lined up some delicious trend-themed cocktails, brought together some of the brightest minds for an animated panel discussion on all things innovation and consumer expectation, had our Head of Trends & Insights David Mattin whiz through the key themes of the Trend-Driven Innovation and gave away some signed-and-framed illustrations from the book. We were honoured to have a full house and a dry bar (by the end of the night!).
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The Panel:

Moderated by TrendWatching’s Managing Director Henry Mason, we were joined by:

Eleanor Winton, Director, Head of KPMG Future Institute
Tom Ollerton, Marketing and Innovation Director at We are Social
David Fogel, Head of Acceleration at Wayra
Alice Vaughan, Community Engagement Specialist at Airbnb



The Trend Cocktail Menu:

BETTERMENT - Spinach, kiwi, lime, flax seeds, overproof rum

Satisfy your thirst self-improvement with this naughty-but-nice rum-based take on a flax-seed, spinach, kiwi and lime smoothie!

POST-DEMOGRAPHIC CONSUMERISM - Cranberry beer, vodka, lime

Bored of the traditional (read:tired demographic models that assume cocktails are just for girls? Try our beer-based take on the Cosmopolitan!

INFOLUST - Tequila and grapefruit soda

When suffering from information overload, simplicity and transparency trumps jargon and complexity. With our deconstructed cocktail, you’ll know exactly what you’re getting ;)

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The Book & Big Idea:

Of course - beyond the delicious cocktails - the real reason for this get-together was to officially launch and celebrate our brand new book, Trend-Driven Innovation. You can read about the big idea behind the book right here - and if you haven’t got a copy yet, you can find all the info on how to get your hands on one here.

The Trend Family:

Massive thanks to everyone who came down to celebrate our latest milestone with us. From TW:IN Spotters to Premium clients to our fantastic Panelists and - of course - friends and family. It was great to see the trend community out in force!

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Already read Trend-Driven Innovation? Let us know what you think by leaving a comment below or leave a review on / or GoodReads, or tweeting us using the hashtag #TrendDrivenInnovation.

If you want to have a look through the full photo album from the night, head over to our Facebook page (and if you spot yourself, don't be shy - tag yourself :).