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Trendspotter tracks the next big thing for fun and profit
Although most of us can barely see into next week, let alone next year, Max Valiquette is a walking crystal ball. If the fast-talking 34-year-old tells his clients that Converse is king,[link widoczny dla zalogowanych], the iconic sneakers will pop up in ad campaigns,[link widoczny dla zalogowanych], marketing strategies and branding efforts a short time later.
Valiquette heads the Toronto-based consultancy Youthography,[link widoczny dla zalogowanych], which has earned an enviable reputation plumbing tween and teen culture for bankable trends. Named one of the 100 Most Influential People in Canadian Communications by Marketing Magazine, his role is largely that of a pop-cultural curator and futurist.
It's not that he magically makes something cool,[link widoczny dla zalogowanych]. He's not a David Beckham,[link widoczny dla zalogowanych]. Valiquette simply makes it his business to be the first to know when a product or idea is about to hit big,[link widoczny dla zalogowanych].
"There's a view that anyone who works in this industry is Faith Popcorn-like -- that we can say something and all of a sudden it will be true,[link widoczny dla zalogowanych]," says Valiquette. "But where we really have a very large sphere of influence is in our understanding of this (young consumer) group and being able to connect clients to them."
Since 2001,[link widoczny dla zalogowanych], Valiquette's trend forecasts have emerged as near-scientific barometers for youth lifestyle shifts,[link widoczny dla zalogowanych], from changing tastes in music to where kids will spend their money -- and why. His clients include all branches of government,[link widoczny dla zalogowanych], not-for-profits,[link widoczny dla zalogowanych], and commercial brands across North America.
"Quite simply, we talk to young people all the effing time," says Valiquette. "Context is so important now that we poll,[link widoczny dla zalogowanych], quite literally, hundreds and hundreds of Canadians every single week -- even when our clients aren't paying us to do that."
Valiquette admits he's made the mistake in past years of being too far ahead of the curve,[link widoczny dla zalogowanych], striking while the iron is warming up rather than when it's hot. "If anything, it's made us even more valuable than we were in the past because that speed is so significant to our clients."
Valiquette predicts one of the biggest trends in 2008 will be the development of new and creative human-resources strategies to attract the attention of a shrinking pool of young workers.
"You're going to see an increasing link between the identity of a brand and the impact that has on whether a young person wants to work there,[link widoczny dla zalogowanych]," he says.
"If you were to do a checklist of everything young people say they want out of an employer,[link widoczny dla zalogowanych], McDonald's would be at the top; they offer it all. But the brand is in trouble and that has hurt them when it comes to retaining and attracting employees."
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