Alison Sander: Megatrends — 5 tips on the art and science of trend tracking

What's next? It's the question we never stop asking, with new answers emerging every day from trends and data that offer tantalizing clues for the discriminating observer. For example: pets now outnumber children in the USA, Europe and Japan. What product lines may emerge from this shift? Doggy Prozac? Megatrend expert Alison Sander explains how you can spot growing trends and gives five tips on how you can use trends to your advantage.