Most major organisations conduct some sort of societal trend following. It might surprise you to hear that I believe that this is a huge problem!
Think about it. They are all following the same trends, attending the same trend “shows” & conferences, and getting the same or at least very similar reports. This results in them all working on the same ideas & concepts, and eventually launching very similar products and services that will struggle to compete effectively.
Have you never wondered why suddenly everyone is talking about a certain topic, or using similar slogans, or launching similar offers? Now …