Trends and Forecasting research journal - Gender inclusion.

TRENDS & FORECASTING: RESEARCH PACKAGE The Future Is Gen-clusive Fleur Robinson Anna Berkova Anvita Shah Amy Hewitt Anna Richardson Jie Ouyang Word Count: 3966

1

2

Figure 1

GEN-CLUSIVE

TA B L E O F

CONTENTS 03 04 05 07 09 11 13 15 17 20 31

The Future is: Gen-CLUSIVE Introduction Trend Forecasting Reseach Methods Zeitgeists Climate Change Political Unrest Social Inclusivity Trends Trend Cartogram Appendices

3

4

The Future is Finding a title that would summarize and strongly represent the theme discussed in this research project was at first, a hard task. Collaboratively the term Gen-Clusive was coined, representing the idea of all genders being accepted and included in the future. Playing on the famous phrase “The Future is Female� (Mettler, 2017), the title The Future is Gen-Clusive perfectly captures what this research project is analysing and aiming to portray.

GEN-CLUSIVE

The aim of this research project was to develop a critical understanding of mega and macro trends and how they arise from cultural and social shifts.

The project consisted of identifying and defining three zeitgeists and following their developments. The term ‘zeitgeist’ refers to the current mood of society and can be defined as “the spirit of the time” (Kim et al., 2011, p.49). Extensive research was carried out into the three chosen themes, which resulted in a presentation. Following feedback, a collaborative decision was made to select gender inclusivity, under the working title The Future is Gen-Clusive.

The objective of this research project is to highlight the importance of forecasting in regard to trend shifts. Academic resources were utilised to underpin how trends develop in modern society and the prevailing factors, which influence these. In order to develop an understanding of our three themes and track their developments, research tools including PESTEL analysis (Appendix c), a Trend Cartogram and “Roger’s Diffusion of Innovations” (Rogers, 1962), were employed in the development of this investigation.

Teamwork was a pivotal part of the research project, whilst often approached with disdain it is an important aspect of industry and professional life. Through research into the subject it was found that “successful employees will be the ones who can quickly adjust and work effectively with new and different people” providing an insight into the significance of the task (Parker, 2008, XI). Teamwork can be defined as “a group of people with a high degree of interdependence geared towards the achievement of a goal or completion of a task” (Parker, 2008, p.13). Before undertaking the task, a team charter was created outlining the values, roles and responsibilities of the group (Appendix A). As the research project was carried out changes were made to the group following the presentation, this altered the workload and team dynamic, in response to this the Team charter was amended to reflect the new team member (Appendix B).

Throughout the process weekly team logs were kept, outlining the tasks individually carried out and also undertaken as a group. This weekly log aided in the formation of future plans, setting a clear outline of objectives that needed to be met.

Introduction

5

6

Trend Forecasting Trend forecasting “underpins all aspects of society where it is important to understand the short, medium- and long-term impact of new emerging changes taking place in the culture around us. These can be large scale changes impacting the world, or they can be more subtle and difficult-to-identify shifts in how we will live tomorrow” (Raymond, 2010, p.14).

There are two types of forecasting, that are evident. “Short-term forecasting, which predicts trends one to two years in the future and focuses on new products, especially colour, textile, and style, and long-term forecasting, which predicts trends five and more years in the future and focuses on the direction of the fashion industry, particularly in materials, design, production, and retailing” (Kim et al., 2011, p.49).

Various professionals utilise forecasting within the industry to develop longterm marketing strategies and establish consumer behaviour (Branon, 2010). Organisations from various industries observe and anticipate the public’s attitudes and behaviours, these include government think-tanks, market research organisations and financial firms. Specifically, these consist of WGSN, World Economic Forum, and LSN Global acting as major sources of information for businesses (Posner, 2015).

As Lisa White, Head of Vision at WGSN states “each season, we look at these cultural movements and press pause. We see how they have evolved in the past six months and how they are likely to move in the years ahead. (Spiegel, 2017).

Trend Forecasters are “lifestyle detectives: men and women who spend their time detecting patterns or shifts in attitudes, mindsets or lifestyle opinions that run against current thinking or how people normally behave, live, dress, communicate and trade” (Raymond, 2010, p.12). Trend Forecasters are key for identifying emerging patterns in society and profound cultural shifts. They are heterophilous and open to change, working in a cohort or alone. Forecasters are required to be alert requiring a sharp eye, and an innovative nature to embrace change (Rogers, 1995). “Forecasters use a battery of techniques and processes that have been derived from disciplines as diverse as sociology, psychology and ethnography” (Raymond, 2010, p.14). In order to detect new directions in trends, forecasters look at innovators and early adopters, focusing on people within cities and neighbourhoods (Rogers, 1995). Successful forecasters need “to train themselves always to think about the future implications of any data they obtain” (Higham, 2009).

Trend Forecasting is carried out to predict “patterns or shifts in attitudes, mindsets or lifestyle options, that run against current thinking or how people normally behave, live, dress, communicate and trade.” (Raymond, 2010, p.12). Forecasting provides an insight into current consumer behaviour and potential changes that may occur (Kim et al., 2011). It is of importance for industry to have this insight to create effective strategies for commercial success and gain competitive advantage. WGSN, a leading trend forecasting company identifies that this “drives sales by staying ontrend” (WGSN, 2019). Furthermore, trend forecasting is utilised to provide insight into product and market positioning (Kim et al, 2011).

There are various methods utilised by trend forecasters, however the overriding method consists of observing society and cultural changes (Kim et al., 2011). Being commercially aware is crucial for forecasters, as it creates an understanding of the market and industry. Forecasters are required to “go through books, newspapers, periodicals, magazines, websites, television programmes and radio shows on a daily basis” (Raymond, 2010, p.44). In addition, it is necessary for trend forecasters to attend exhibitions and trade fairs before consumers are aware. (Raymond, 2010). Always being ahead of the consumers and the trends means that forecasters have to work at a fast pace and at a wide scale (McKelvey and Munslow, 2008).

7

8

Trend Forecasters use a plethora of research methods helpful in aiding their investigation and detection of new trends. Firstly, Trend Cartograms are used to visually interpret a trend gaining prevalence in society. It looks at the who, what, where, why and when, through identifying changes within society and the world around us.

Furthermore, the use of Trend framing consists of selecting and categorizing trends. The idea of framing a trend “is about imposing a more logical, visual and texturally coherent framework around all the data you have collected so far.” (Raymond, 2010, p.60). The inherent concept of trend framing is being able to identify the key attributes of each trend, allowing the trend to take on a specific title, and give it a distinct identity.

Moreover, Cultural Brailing, a technique created by American forecaster Faith Popcorn, is about brailling the culture and trusting one’s senses: things one can see, hear, taste and feel (Rothstein, 1996). The technique links a forecasters intuition with their observations (Ideacity, 2010, 4:10-4:45). Faith Popcorn explains it as running one’s fingertips “along trend-bumps as they speed past” (Rothstein, 1996). “Brailing is a way of communicating language through bumps on a page. We take that same technique here and feel the bumps in culture” (Raymond, 2010, p.36).

Lastly, in order to accurately observe society “one must observe and analyse social and cultural movements.” (The British Library, 2019). This includes buyers “having an innate ability to absorb huge amounts of data and information, which they use to underpin their buying decisions. “A buyer who believes that their own good taste is more important than that of their customers inevitably fails” (Shaw and Koumbis, 2014).

Research Methods

Figure 2

9

10

Zeitgeists The purpose of the task was to identify three current cultural zeitgeists that underpinned societal movements and gain further insight into the key elements of mega, macro and micro trends. The three lifestyle themes chosen were; political unrest, social inclusivity and climate crisis. A variety of data and credible sources were utilised, to help formulate the direction of future consumer lifestyles and behaviours.

Figure 3

11

12

Climate Change Climate crisis accentuates the direct impact of past and current human activity upon the global temperature and the aftermath it has on the environment. As part of climate crisis two macro trends were identified: sustainability and activism.

Sustainability is defined as avoiding the depletion of natural resources and meeting the needs of the present without compromising the ability of the future (United Nations, 2019). Whilst sustainability arguably is not a new concept, the macro trend has gained increasing awareness over the last twelve to eighteen months, due to greater public interest and concerns (Barlett et al, 2019). Through academic research it was found that the world’s temperature is believed to have exceeded 1.5 degrees causing greater public action to occur (McGrath, 2018).

The future of green energy was reviewed. Green energy is not a new phenomenon with the last decade witnessing an uptake in cleaner resources. The issue now identified through research is the viability of green energy (ICAEW, 2017). Dyson had plans to create an electric car; however, announced they were scrapping the project as it was not commercially viable (Wald, 2019).

The greater awareness of the impacts upon the climate due to human behaviour has led to a change in the way consumers are behaving, it can be identified that consumers are now calling for businesses to change their ways (Futerra, 2019).

Recent companies questioned by the public includes Boots pharmaceuticals, who came under scrutiny for the use of plastic bags instead of paper (O’Malley, 2019).

This led to the eventual change from Boots signifying the impact and changing attitudes of consumers upon businesses (O’Malley, 2019). As part of this consumer shift, consumers are changing their lifestyles towards plant-based diets due to the appeared benefits (Smithers, 2018). Whilst people are opting for greener futures, it is important to identify and question the longevity of innovations.

Alongside sustainability efforts against Climate Crises are being advocated through activism. One aspect of activism investigated was the rise of pressure groups (Roy, 2018). One notable group is Extinction Rebellion. Formed in 2018, it holds a series of public demonstrations to raise awareness and make the people in power think (Newburn, 2019). Whilst undertaking this research the group began a series of protests on October 7th 2019 entitled “The Truth” causing widespread media attention and criticism (Newburn, 2019). Alongside the rise in pressure groups there has been an increasing trend of youth activism. Greta Thunberg, the Swedish schoolgirl can be identified as the innovator of the trend with her actions protesting alone leading to widespread attention (Franzen, 2019).

P

E

Political based climate protests.

Fast Fashion: Implications of ‘throwaway’ goods

Rise of the ‘conscious consumer’.

Technological advancements in Renewable energy.

Legislation put in place for Climate Change.

Impacts of global warming worldwide.

S

L

PESTLE

Figure 4

T

E

13

14 As part of Political Unrest two macro trends were identified: Brexit and unrest in Hong Kong.

Since the 2016 EU referendum, the United Kingdom has been attempting to establish a deal to leave the European Union, with this so far unsuccessful. The referendum was proposed as a result of a political manifesto, voted through due to varying opinions within the country, including immigration, political control and European Union fees (Rogers, et al., 2019). The EU Referendum is often referred to by the coined term Brexit. Since Brexit, Britain has been shaped through new attitudes, laws and plans (BBC, 2019a).

Following the referendum there have been many changes, one observed is the UK’s Economic growth (Hoang, 2017). Economic growth is largely decelerating and being repressed (Inman, 2019). With the prices of travel, property and electronics rising, companies are relocating from London, once the centre of economics and business, to different cities in economically prospering countries. Furthermore, trade will become an issue if hard Brexit deal goes through, as it will significantly slow it down, however there might also be shortages due to customs (BBC, 2019a).

Social uncertainty is a dominant theme when it comes to Brexit. With a lack of clear knowledge about what the future holds for Britain, there is a great deal of public uncertainty (Walker et al., 2017). Fewer students are opting to study in the UK, as tuition fees and student loans for international students is unclear (Mitchell, 2019).

Since June 2019 Hong Kong and the entirety of China has been affected by ongoing anti-government protests. The first eruption of protests was over the implementation of a controversial extradition bill (Amnesty, 2019). The bill would allow the extradition of people not only to mainland China “but to any jurisdiction in the world with which Hong Kong has no existing formal agreement” (Liu, 2019).

The opposition to the extradition bill gathered two million protesters, from all walks of life and gained the attention of the international community. Online petitions were started by the protesters, university and secondary school alumni locally and globally (Li, 2019). The United Kingdom, Canada and The United States, few of the many who have voiced concern for the amendment with concerns surrounding the effect on international citizens in Hong Kong and the erosion of its independence (Li, 2019).

Resistance of the proposal is so strong due to the ‘One Country, Two Systems’ arrangement giving Hong Kong its own Judiciary and legal system unavailable to China, allowing rights for freedom of assembly and speech (BBC, 2019b). After the withdrawal of the bill the protests have not come to a standstill; however, the protests have shifted towards gaining greater independence and the resignation Carrie Lam, Chief Executive of Hong Kong. (Wood, 2019).

Political Unrest

PESTLE P

Brexit voted following EU referendum.

E

Figure 5

Economic growth in the UK has slowed down.

S

T

Social Uncertainty due to the unknown future of the UK.

Electronics are becoming more expensive in the UKdue to Brexit

L

E

New laws in relation to travel and trade.

Companies change manufacturing locations due to prices in the UK.

15

16

Social Inclusivity

Social Inclusivity highlights a process ensuring equal opportunities by improving the ability and dignity of individuals who are disadvantaged due to their identity (The World Bank, 2019). As part of social inclusivity two macro trends were identified: Social Acceptance and Gender Inequality

Social acceptance is the movement of people signalling their wish to include you in their societal groups and form relationships (Leary, 2010). Social acceptance has created population segments that are challenging the way the world is seen, gaining significant rise in buying power and impacting the way businesses operate (Cesar, 2015). The LGBTQ community can be defined as just one example of social acceptance. These ‘newly established’ groups cover the ideologies of gender blending, blurred lines between gender dressing and gender transitioning (Rossi, 2019).

The flow of these societal trends; gender blending, gender transitioning and non-binary identification, can be summarised to equate to social inclusivity, whereby communities are moving towards acceptance (Avery, 2012). Today, Gen Z is referred to as the most well-educated generation: with a liberal set of attitudes and a great openness to emerging trends (Parker et al, 2019). Thus, suggesting how the trend is only likely to evolve further until full acceptance is achieved.

Furthermore, the growing visibility of different lifestyle concepts is projected through social media, by the idea of a flexible identity spectrum for sexuality and gender. In the world of cosmetics and fashion, the attribute genderless is becoming more relevant (Friedman, 2017). This refers to colours and designs of styles, products and hairstyles not correspond to traditional gender clichés (Trendone, 2019).

Gender equality is one of the key challenges facing society today. Across the world it manifests in many ways including pay, employment opportunities and access to education (TimesHigherEducation, 2019). It can be said that inequalities in pay are induced by the education system whereby gender norms are influenced and defined from an early age.

The 2019 Women, Business and Law report, produced by the World Bank, identified that gender discrimination is evident in 187 countries and only six countries globally give women equal legal work rights as men (Whiting, 2019a). It was identified that men are paid significantly more in most UK Businesses and the gender pay gap has widened in favour of men (Petter, 2019). It is predicted that closing the gender inequality gap and gender pay gap will take 108 years and 202 years respectively (Whiting, 2019a) (Petter, 2019).

Noted by a group of female leaders, gender equality may not be achieved due to political forces (Whiting, 2019b). An open letter was written “calling for a redoubling in policies and in legal and social frameworks that will achieve gender equality and inclusion” (Whiting, 2019b). #BalanceforBetter was the key theme around this year’s International Women’s Day, 8th of March, communicating the beneficial impact of a gender balanced world (Whiting, 2019b).

P

E

Political disparity in terms of gender representation.

Companies have to be transparent through gender pay reports.

S

T

Gender inclusivity is taught in schools.

Social media campaigns including #METOO.

Figure 6

L

E

Legalisation of Gay Marriage in an increasing number of countries.

Neglection of environmental laws for LGBTQ protests.

PESTLE

17

18

Trends Mega Trend Megatrends have a profound impact upon society and business as a whole and can be defined as wide-scale movement or change in consumer behaviour (Kim et al, 2011).

Mega trends have a sustained and long-lasting impact upon industries world-wide (Posner, 2015). The megatrends identified were the Climate Crisis, Political Unrest and Social Inclusivity. These three trends all have a profound impact around the globe influencing how businesses operate and how industries are responding to consumers.

Macro Trend Macro trends are seen as a sustained change in consumer lifestyles that is taking place on sizeable scale with these directly affected by mega trends (Higham, 2009). Macro trends can be defined as “shifts in consumer behaviour that will dictate our business environment in the long-term” (LSN, 2019). Macro trends are influenced by different aspects of society including culture, technology and entertainment and can alter operating business sectors (Holland and Jones, 2017). These aspects are underpinned by PESTLE analysis (Appendix C). The macrotrends identified were sustainability and the rise in activism, witnessing seismic shifts in the way consumers are behaving.

Micro Trends Micro trends are classified as “specific shifts in consumer behaviour that are changing the business environment in the short-term” (LSN, 2019). Micro trends do not have as much of a profound impact upon society as a whole with the said trend adopted by a smaller number of consumers (Posner, 2015). The micro trend of unisex clothing and gender blending was identified as part of the macro trend of social inclusivity.

Gen-clusive Our selected theme is Gender Inclusivity. This theme investigates social acceptance, gender inequality and the breakdown of gender boundaries. Through research it was discovered that the Climate Crisis theme is already an established trend. Gender inclusivity was selected due to its relevance in today’s society, as opposed to the theme of Political Uprising, which was too broad and common. Prevailing factors in the gender inclusivity movement means there are many recent relevant academic journals and wider resources.

19

20

Various academic resources were predominantly used to start the research and to gather a comprehensive overview of each trend. Furthermore, after selecting the zeitgeist of gender inclusivity, a trend cartogram was designed to further the knowledge and create a critical understanding of the trend. Moreover, a PESTLE analysis (Appendix C) was created to gain a broad overview of the cultural shift. Using these research methods allowed for the detection of patterns and lifestyle changes within society. Moreover, the group research package lead to using new methodologies such as; cultural brailing and trend framing which helped to culminate the lifestyle trend, through being Heterophilous and hyper observant (Watson, 2019a). Whilst carrying this out the characteristics of a trend forecaster were considered. According to Raymond trend forecasters use a vibrant set of skills, which includes using a systematic approach, allowing them to identify shifts in consumer culture and engage with the world around them (Raymond, 2010).

After the defined trend was selected, research into its development was conducted. Being informed of current attitudes, behaviour and shifts it was identified that the theme of inclusivity expanded over many sectors. Through analysis of the trend the scope of the findings had to be narrowed down to gender futures, hence the title ‘Gen-clusive’. Starting with the innovators the progression of the theme was followed through each stage relating to the trend cartogram. Establishing an overview of the personas and groups involved in the trend setting, such as parents raising their children as non-binary, was a starting point to understanding the progress of the trend (Newberry, 2019). Through analysing the drivers and impacts the consequences and futures became apparent. An example of these were equal maternity and paternity leave as a consequence (Fisher, 2018) and the future promise of increasing diversity at fashion weeks (Kent, 2019).

Closely investigating the theme, the fast pace of this trend was evident, as can be seen in the cartogram.

Trend Cartogram The Trend Cartogram is a methodology in which a visual representation of the different stages leading towards an established trend are mapped out. “A cartogram is a diagrammatic technique used by a cartographer or map maker to capture complex geographic data in simplified, illustrative but strategically revealing way� (Raymond, 2010, p.60). A trend cartogram is more abstract and less formal, it encompasses the stages and inspiration behind trends, mapping the movement of the trend through various stages and futures.

21

22

Trend innovators When producing a Trend cartogram, it is important to identify the trend innovators. “Innovators tend to be original in their thinking and outlook.” (Raymond, 2010). They are stand-out individuals who build on, adapt, extend and redeploy things that already exist (Mason et al, 2015). The innovators are essential for inspiring the future trends and impacts. Through identifying the innovators, it creates a base for a plethora of new ideas.

The innovators for Gen-clusive include celebrities such as Ru Paul and Sam Smith, who are ambassadors for the transgender community. Added to this, the rise in families raising their children as non- binary and gender fluid are leading the way into the future.

Trend drivers The drivers of each trend can be easily recognised using PESTEL analysis (Appendix C), to formally identify which factors are impacting on each trend. The drivers are key factors to the diffusion of a trend, they support the facts, statistics ad Quotes and articulate external sources (Raymond, 2010). The drivers help us to determine the individual zeitgeists within themes and trends. The innovators have had a knock-on effect, creating strong drivers to create a Gen-clusive society. These include the #METOO Campaign and activists such as Emma Watson and Bianca Jagger.

Trend impacts “Trend impacts are the manifestation of an already existing trend across different sectors and industries. This factor of a new lifestyle shift shows evidence of the grass being fertile, allowing for a mainstream trend to flourish” (Watson, 2019b). The drivers of the trend have had a direct impact on gender inclusivity, creating events such as, producing gender pay gap reports and creating responses in reaction to the #METOO Campaign.

Trend Consequences This is where new advances and developments are made. Trend consequences brings to life the changes the drivers may have inspired, making their ideas come to life within society and the wider world. These impacts create direct consequences resulting in outcomes such as trans gender inclusion in the workplace and a major increase in the number of women attending university helping to create a Gen-clusive society.

Trend Futures Trend futures project the long-term opportunities and potential of certain themes and trends. Trend futures provides an insight into the shoppers of the future. “In order to do this one must have fresh and original perspective and be able to do outside the bo thinking” (WGSN, 2019). The future of Gen-clusivity is genderless products in all shapes and forms. These may include barbie dolls for boys and girls, as well as a rise in gender neutral beauty products. Moreover, increasing diversity within fashion weeks across the globe.

Transgender man and his non-binary fiance reveal how they are raising their child

Rise in power of LGBTQ communities

Annual theme for international womens day

Genderqueer Sam Smith: I feel just as much woman as man

Transgenders gaining celebrity status: RuPaul

INNOVATORS

Activist Emma Watson speaks at the UN women

Activist Bianca Jagger speaks at the March4women

Global participation in International womens day

Inclusivity centred TED talks

UN Commission on the status of women

#METOO Campaign

DRIVERS

BBC 2019 Gender pay gap report

Companies made to expose gender pay gap

Greater Pride march participation globally

Trials held in response to #METOO campaign

Political uproar in the election of Trump, following exposure of sexualised

IMPACTS

Greater pressure for inclusivity in Fashion

Increasing number of women attending University

Equal Maternity/Paternity leave

CONSEQUENCES

Increasing diversity at fashion weeks globally

Rise in production of genderless products on the market

Wider use of LGBTQ community models in advertising

FUTURES

Figure 7 shows the initial Trend Cartogram produced as part of the research of the Gender-clusive trend.

Following the creation of this, valuable feedback was recieved based on the titles ‘Have you thought about...’, ‘Tell us more about...’, ‘I did not know that...’ and ‘Futures...’, as seen in Figure 8. Following this feedback amendments were made to the Trend Cartogram to reflet opinions: as seen in Figure 9 on the following page.

Figure 7

23

24

25

26

APPENDIX

Appendix A Inserted below is Appendix A, a copy of the initial Team Charter which was created before changes were made to the group members. The Charter was then ammended, as seen in Appendix B.

27

28

Appendix B Below is the amended team charter following the changes made to the team members. Anna was added to the team as seen per the final charter below.

Appendix C Appendix C is a greatly useful research method that was utilised in the development of a deeper undersanding of the gen-clusive macro trend.

PESTLE PESTLE is a strategic planning tool for assessing the impacts of activities of the macro marketing environment through political, economic, social, technological, environmental and legal areas. The macro marketing environment affects the broader situation in all industries. However the use of PESTLE is applied to underpin and simplify this environment because companies have no direct control of its changes (Posner, 2015, p.67).

These factors are often used by organisations to evaluate the external risk before starting a project (Rastogi and Trivedi, 2016).

Political and legal factors: External and internal factors are covered by Legal factors such as; employment, taxation, imports and exports and differing laws for countries. Political factors such as tax policies, fiscal policy and trade tariffs etc. which are factors concerned with the degree of government influence on the economy or industry (Rastogi and Trivedi 2016). A company should be concerned about the mainstream political and current economic situation such as currency exchange rate, employment level and taxation ect. and move with the times (Posner, 2015, p. 67).

Economic factors: The economic factors directly influence the economy’s performance and long-run effect.

Also, the economic climate has notable effect on consumer confidence and spending power. During the economic downturn, people would spend money on necessity good rather than discretionary spending (Posner, 2015, p69).

Social and cultural factors: The sociological factors involve all social factors such as cultural expectations, norms and population dynamics that affect the market and community. These factors examine the social environment of the market and measure determinants such as cultural trends, demographics, and demographic analysis (Posner, 2015, p.69).Social and Cultural factors, such as film and music, alongside economic factors can affect customer behaviour.

Technological factors: Technological factors consider all factors influenced by technology. These factors mean that technological innovation might affect the industry operation and whether it is suitable for the market (Rastogi andTrivedi, 2016). Technologies such as electronic data interchange, computer-aided design, sophisticated computer software and 3D printing are the new technologies in the modern society which have an overwhelming impact on all industry (Posner, 2015, p69).

Environmental factors: Environmental factors include all factors that are influenced by the surrounding environment such as climate, geographic location, ground conditions and nearby water sources.

(Rastogi and Trivedi 2016).

29

30

References Amnesty. 2019. Protect the Rights of People in Hong Kong. [Online]. [Accessed 28 November 2019].

Available From: https://www.amnesty.org/en/get-involved/take-action/stop-the-hong-kong-extradition-bill/ Avery, J. 2012. Defending the Markers Of Masculinity: Consumer Resistance To Brand Gender-Bending.

International Journal of Research in Marketing 29, pp. 322–336 Barlett, J., Taylor, M., and Watts, J. 2019. Climate crisis: 6 million people join the latest wave of global protests. [Online]. [Accessed 25 October 2019]. Available From: https://www.theguardian.com/environment/2019/sep/27/climate-crisis-6-million-people-join-latest-wave-of-worldwide-protests BBC. 2019a. Brexit: All you need to know about the UK leaving the EU. [Online]. [Accessed 24 November 2019]. Available from: https://www.bbc.co.uk/news/uk-politics-32810887 BBC. 2019b. The Hong Kong Protests Explained in 100 and 500 Words. [Online]. [Accessed 25 November 2019]. Available from: https://www.bbc.co.uk/news/world-asia-china-49317695 Cesar, M. 2015. The Newest of New Mainstream: How to Market to the LGBT Community. [Online] [Accessed 22 October 19]. Available From: https://www.huffpost.com/entry/the-newest-of-new-mainstream Fisher, D. 2018. Want men to share parental leave? Just give them equality. [Online]. [Accessed 28 November 2019]. Available From: https://www.theguardian.com/commentisfree/2018/feb/15/men-share-parental-leave-entitlement-women-equality-fathers Franzen, H. 2019. Greta Thunberg: Why I began the climate protests that are going global. [Online]. [Accessed 20 October 2019]. Available From: https://www.newscientist.com/article/mg24132213-400-gretathunberg-why-i-began-the-climate-protests-that-are-going-global/#ixzz63eWHdSvf Futerra. 2019. Imagine Solving Climate Change. [Online]. [Accessed 15 October 2019]. Available From: https://www.wearefuterra.com/work/interface/ Higham, W. 2009. The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit. [Online].

London; Philadelphia: Kogan Page Limited. [Accessed 18 November 2019]. Available From: https://www. vlebooks.com/vleweb/Product/Index/51883?page=0 Hoang, L. 2017. The Great British Break-Up: How Brexit Will Impact Fashion 2017. [Online]. [Accessed 01/12/2019]. Available from: https://www.businessoffashion.com/articles/intelligence/brexit-fashion-2017british-break-up Holland, G. and Jones, R. 2017. Fashion Trend Forecasting. London: Laurence King Publishing.

ICAEW. 2017. Debate: is renewable energy economically viable?. [Online]. [Accessed 20 October 2019].

Available From: https://economia.icaew.com/features/april-2017/debate-is-renewable-energy-economically-viable Ideacity. 2010. Faith Popcorn - The Trends That Define Our Culture. [Online]. [Accessed 21 November 2019]. Available From: https://www.youtube.com/watch?v=5-KiWK9eg4o Inman, P. 2019. How has Brexit vote affected UK economy? November verdict. [Online]. [Accessed 01/12/2019]. Available from: https://www.theguardian.com/business/2019/nov/28/how-has-brexit-vote-affected-uk-economy-november-verdict Kent, S. 2019. Fashion’s Long Road to Inclusivity. [Online]. [Accessed 28 November 2019]. Available From:https://www.businessoffashion.com/articles/intelligence/fashions-long-road-to-inclusivity

Kilpatrick, R. 2019. ‘An eye for an eye’: Hong Kong protests get figurehead in woman injured by police. [Online] [Accessed 20 November 2019]. Available From: https://www.theguardian.com/world/2019/aug/16/aneye-for-an-eye-hong-kong-protests-get-figurehead-in-woman-injured-by-police Kim, E., Fiore, A. and Kim, H. 2011. Fashion Trends: Analysing and Forecasting. London, United Kingdom: Berg.

Leary, M.R. 2010. Affiliation, acceptance, and belonging. Handbook of Social Psychology. 2(5), pp. 864–897.

Li, J. 2019. Hong Kong-China extradition plans explained. [Online]. [Accessed 25 November 2019]. Available From: https://www.bbc.co.uk/news/world-asia-china-47810723 Liu, N. 2019. What is Hong Kong’s Extradition Bill?. [Online]. [Accessed 25 November 2019]. Available From: https://www.ft.com/content/2063019c-7619-11e9-be7d-6d846537acab Mackay, H. 2019. Iceland removed own label from 17 products rather than palm oil. [Online]. [Accessed 20 October 2019]. Available From: https://www.bbc.co.uk/news/uk-46984349 Mason, H., Mattin, D., Dumitrescu, D. and Luthy, M. 2015. Trend driven Innovation: Beat accelerating Customer Expectations. Hoboken: John Wiley & sons.

McGrath, M. 2018. What does 1.5C mean in a warming world?. [Online]. [Accessed 19 October 2019]. Available From: https://www.bbc.co.uk/news/science-environment-45678338 Mckelvey, K. and Munslow, J. 2008. Fashion Forecasting. Oxford: Wiley-Blackwell.

Mettler, K. 2017. Hillary Clinton just said it, but ‘the future is female’ began as a 1970s lesbian separatist slogan. [Online]. [Accessed 1 December 2019]. Available from: https://www.washingtonpost.com/news/morning-mix/wp/2017/02/08/hillary-clinton-just-said-it-but-the-future-is-female-began-as-a-1970s-lesbian-separatist-slogan/ Mitchell, N. 2019. International students: ‘Brexit makes UK less attractive’. [Online]. [Accessed 01/12/2019].

Available from: https://www.universityworldnews.com/post.php?story=20190402085559563 Morris, S., Crow, D. and Palma, S. 2019. Hong Kong’s Rich Open Foreign Bank Accounts Amid Unrest. [Online]. [Accessed 24 October 2019]. Available From: https://www.ft.com/content/d584eb92-f014-11e9-ad1e4367d8281195 Newberry, L. 2019. These L.A. parents don’t want to assign a gender to their baby, so the government did it for them. [Online]. [Accessed 28/11/2019]. Available from: https://www.latimes.com/california/story/2019-09-24/ gender-neutral-non-binary-baby Newburn, T. 2019. The London ban on Extinction Rebellion risks a perilous erosion of public trust. [Online].

[Accessed 19 October 2019]. Available from: https://www.theguardian.com/commentisfree/2019/oct/18/london-ban-extinction-rebellion-erosion-trust-protesting Newburn, T. 2019. The London ban on Extinction Rebellion risks a perilous erosion of public trust. [Online].

[Accessed 19 October 2019]. Available From: https://www.theguardian.com/commentisfree/2019/oct/18/london-ban-extinction-rebellion-erosion-trust-protesting O’Malley, K. 2019. Boots Faces Backlash Over ‘Hypocrisy’ For Making Switch from Plastic to Paper Bags.

[Online]. [Accessed 20 October 2019]. Available From: https://www.independent.co.uk/life-style/boots-plastic-paper-bags-2020-backlash-pollution-prescription-reaction-a8973741.html Parker, G.M. 2008. Team Players and Teamwork New Strategies for developing successful collaboration.

[Online]. 2nd ed. San Francisco, California: Jossey-Bass. [Accessed 18 November 2019]. Available From: https://www.dawsonera.com/abstract/9780470241028

31

32 Parker, K. Graff, N and Igielnik, R. 2019. Generation Z Looks a Lot Like Millennials on Key Social and Political Issues. [Online]. [Accessed: 21 November 2019]. Available From: https://www.pewsocialtrends. org/2019/01/17/generation-z-looks-a-lot-like-millennials-on-key-social-and-political-issues/ Petter, O. 2019. Gender Pay Gap; What is it and How Is It Different from Equal Pay? [Online]. [Accessed: 23 October 2019]. Available From: https://www.independent.co.uk/life-style/women/gender-pay-gap-equal-paywomen-paid-less-motherhood-a8856121.html Posner, H. (2019). Marketing fashion Strategy, Branding and Promotion. London: Laurence King Publishing.

Rastogi, N. and Trivedi, M.K. 2016. PESTLE Technique - A Tool to Identify External Risks in Construction Projects. International Journal of Engineering and Technology. 3 (1), pp.384-388.

Raymond, M. 2010. The Trend Forecaster’s Handbook. London, United Kingdom: Laurence King Publishing Ltd. Rodgers, L., Hills, M. and Bailey, D. 2019. No-deal Brexit: 10 Ways It Could Affect You. [Online]. [Accessed 24 November2019]. Available from: https://www.bbc.co.uk/news/uk-politics-47470864 Rogers, E. 1962. Diffusion of Innovations. New York: Free Press Rogers, E.M. 1995. Diffusion of Innovation. 4th ed. New York: Free Press Rossi, A. 2019. Four tips for marketing to the LGBTQ community. [Online]. [Accessed 28 November 2019].

Available from: https://www.crresearch.com/blog/four-tips-for-marketing-to-the-lgbtq-community Rothstein, E. 1996. Trend-Spotting: It’s All the Rage. [Online]. [Accessed: 21 November 2019]. Available From: https://www.nytimes.com/1996/12/29/arts/trend-spotting-it-s-all-the-rage.html Roy, E. A. 2019. ‘Nothing Else Matters’: School Climate Strikes Sweep New Zealand. [Online]. [Accessed 24 October 2019]. Available From: https://www.theguardian.com/environment/2019/sep/27/nothing-else-matters-school-climate-strikes-sweep-new-zealand Shao, G. 2019. Hong Kong Turmoil Could Cast a ‘Shadow’ Over China-US Trade Talks, Experts Say. [Online]. [Accessed 21 November 2019]. Available From: https://www.cnbc.com/2019/10/08/hong-kong-protestscould-cast-a-shadow-over-china-us-trade-talks.html Shaw, D and Koumbis, D. 2014. Fashion Buying from Trend Forecasting to Shop Floor. London: Bloomsbury Publishing.

Smithers, R. 2018. Third of Britons Have Stopped or Reduced Eating Meat – Report. [Online]. [Accessed 20 October 2019]. Available From: https://www.theguardian.com/business/2018/nov/01/third-of-britons-havestopped-or-reduced-meat-eating-vegan-vegetarian-report Spiegel, E. 2017. Behind the scenes: The Magic and the Maths of Trend Forecasting. [Online]. [Accessed 23 October 2019]. Available From: https://www.wgsn.com/blogs/behind-the-scenes-trend-forecasting/ The British Library. 2019. How to Fashion Forecast. [Online]. [Accessed 25 November 2019]. Available From: https://www.bl.uk/business-and-ip-centre/articles/how-to-fashion-forecast The World Bank. 2019. Social Inclusion. [Online]. [Accessed 28 November 2019]. Available From: https:// www.worldbank.org/en/topic/social-inclusion

TimesHigherEducation. 2019. Top Universities for Tackling Gender Inequality. [Online]. [Accessed 21 November]. Available From: https://www.timeshighereducation.com/student/best-universities/top-universities-tackling-gender-equality Trendone. 2019. Sexuality and Gender Fluidity. [Online]. [Accessed 22 October 2019]. Available From: https:// www.trendone.com/en/trend-universe/macro-trends/macro-trend-detail/sexuality-and-gender-fluidity.html United Nations. 2019. UN Climate Change Summit. [Online]. [Accessed 19 October 2019]. Available From: https://www.un.org/en/climatechange/ Wald, E.R. 2019. Dyson Pulls the Plug on Electric Vehicle Development. [Online]. [Accessed 19 October 2019]. Available From: https://www.forbes.com/sites/ellenrwald/2019/10/17/dyson-pulls-the-plug-on-electric-vehicle-development/#114f4c48c2c2 Walker et al. 2017. An Uncertain Future. [Online]. [Accessed 1 December 2019]. Available from: https://www. lsnglobal.com/an-uncertain-future-life-after-the-general-election-2017/article/21410/an-uncertain-future Watson, C. 2019a. Trends Week 4 Toolkit. DESN2365 Trends and Forecasting. 24 October 2019, University of Leeds Watson, C. 2019b. The trend Cartogram. DESN2365 Trends and Forecasting. 20 November, University of Leeds WGSN, 2019. The Worlds Trend Authority. [Online]. [Accessed 20 November 2019]. Available from: https:// www.wgsn.com/en/ Whiting, K. 2019a. 7 Surprising and Outrageous Stats About Gender Inequality. [Online]. [Accessed 23 October 2019]. Available From: https://www.weforum.org/agenda/2019/03/surprising-stats-about-gender-inequality/ Whiting, K. 2019b. Female Leaders Warn about the Erosion of Women’s Rights. [Online]. [Accessed 23 October 2019]. Available From: https://www.weforum.org/agenda/2019/02/female-leaders-warn-about-the-erosion-of-women-s-rights Wood, V. 2019. Hong Kong Protests: China Extradition Bill Officially Killed as Beijing ‘Considers replacing Carrie Lam’. [Online]. [Accessed: 23 October 2019]. Available From: https://www.independent.co.uk/news/ world/asia/hong-kong-extradition-bill-china-protests-carrie-lam-beijing-xi-jinping-a9167226.html

33

34

Bibliography Amnesty. 2019. Protect the rights of people in Hong Kong. [Online]. [Accessed 28 November 2019]. Available From: https://www.amnesty.org/en/get-involved/take-action/stop-the-hong-kong-extradition-bill/ Avery, J. 2012. Defending the Markers of Masculinity: Consumer Resistance To Brand Gender-Bending.

International Journal of Research in Marketing 29, pp. 322–336 Barlett, J., Taylor, M., and Watts, J. 2019. Climate crisis: 6 million people join the latest wave of global protests. [Online]. [Accessed 25 October 2019]. Available from: https://www.theguardian.com/environment/2019/sep/27/climate-crisis-6-million-people-join-latest-wave-of-worldwide-protests BBC News. 2019. Extinction Rebellion: Central London targeted despite ban. 2019. [Online]. [Accessed 19 October 2019]. Available From: https://www.bbc.co.uk/news/uk-50094594 BBC. 2019a. Brexit: All You Need to Know About the UK Leaving The EU. [Online]. [Accessed 24 November 2019]. Available from: https://www.bbc.co.uk/news/uk-politics-32810887 BBC. 2019b. The Hong Kong Protests Explained in 100 and 500 Words. [Online]. [Accessed 25 November 2019]. Available from: https://www.bbc.co.uk/news/world-asia-china-49317695 Brannon, E. L. 2010. Fashion Forecasting. 3 ed. New York: Fairchild Brewis, J., and Linstead, A. 2004. Beyond Boundaries: Towards Fluidity in Theorizing and Practice. Gender, Work and Organisation. 11(4), pp. 355-362 Center for Global Development. 2015. Developing Countries Are Responsible for 63 Percent of Current Carbon Emissions. [Online]. [Accessed 15 October 2019]. Available From: https://www.cgdev.org/media/ developing-countries-are-responsible-63-percent-current-carbon-emissions Cesar, M. 2015. The Newest of New Mainstream: How to Market to the LGBT Community. [Online] [Accessed 22 October 19]. Available From: https://www.huffpost.com/entry/the-newest-of-new-mainstream Clark, D.H., Goodwin, M. and Whiteley P. 2017. Brexit. Cambridge: Cambridge University Press Davey, T. 2016. Developing Countries Can’t Afford Climate Change. [Online]. [Accessed 15 October 2019]. Available From: https://futureoflife.org/2016/08/05/developing-countries-cant-afford-climate-change/?cn-reloaded=1 Davey, T. 2016. Developing Countries Can’t Afford Climate Change. [Online]. [Accessed 15 October 2019]. Available From: https://futureoflife.org/2016/08/05/developing-countries-cant-afford-climate-change/?cn-reloaded=1 Elliott, R., and Patterson, M. 2002. Negotiating Masculinities: Advertising and the Inversion of the Male Gaze. Consumption Markets & Culture, 5(3), pp. 231-249.

Extinction Rebellion. 2019. About Us. [Online]. [Accessed 18 October 2019]. Available From: https://rebellion.earth/the-truth/about-us/ Fisher, D. 2018. Want men to share parental leave? Just give them equality. [Online]. [Accessed 28 November 2019]. Available From: https://www.theguardian.com/commentisfree/2018/feb/15/men-share-parental-leave-entitlement-women-equality-fathers Franzen, H. 2019. Greta Thunberg: Why I began the climate protests that are going global. [Online]. [Accessed 20 October 2019]. Available From: https://www.newscientist.com/article/mg24132213-400-gretathunberg-why-i-began-the-climate-protests-that-are-going-global/#ixzz63eWHdSvf

Friedman, L. 2017. Millennials and Gender Fluidity – What Smart Brands are Doing and Why. [Online].

[Accessed 29 November 2019]. Available from: https://www.forbes.com/sites/laurenfriedman/2017/11/28/ millennials-and-gender-fluidity-what-smart-brands-are-doing-and-why/#b1dc1195436d Futerra. 2019. Imagine Solving Climate Change. [Online]. [Accessed 15 October 2019]. Available From: https://www.wearefuterra.com/work/interface/ GenderSpectrum. 2019. Understanding Gender. [Online]. [Accessed 29 November 2019]. Available from: https://www.genderspectrum.org/quick-links/understanding-gender/ Hayes, S. 2016. The Challenges of Genderless Characters. [Online]. [Accessed 29 November 2019].

Available from: https://www.theatlantic.com/entertainment/archive/2016/05/the-challenge-of-genderless-characters/482109/ Higham, W. 2009. The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit. [Online].

London; Philadelphia: Kogan Page Limited. [Accessed 18 November 2019]. Available From: https://www. vlebooks.com/vleweb/Product/Index/51883?page=0 Hoang, L. 2017. The Great British Break-Up: How Brexit Will Impact Fashion 2017. [Online]. [Accessed 01 December 2019]. Available from: https://www.businessoffashion.com/articles/intelligence/brexit-fashion2017-british-break-up Holland, G. and Jones, R. 2017. Fashion Trend Forecasting. London: Laurence King Publishing.

ICAEW. 2017. Debate: is renewable energy economically viable?. [Online]. [Accessed 20 October 2019].

Available From: https://economia.icaew.com/features/april-2017/debate-is-renewable-energy-economically-viable Ideacity. 2010. Faith Popcorn - The Trends That Define Our Culture. [Online]. [Accessed 21 November 2019]. Available From: https://www.youtube.com/watch?v=5-KiWK9eg4o Inequality.org. 2019. Gender Economic Inequality. [Online]. [Accessed 29 November 2019]. Available From: https://inequality.org/gender-inequality/ Inman, P. 2019. How has Brexit vote affected UK economy? November verdict. [Online]. [Accessed 1 December 2019]. Available from: https://www.theguardian.com/business/2019/nov/28/how-has-brexit-vote-affected-uk-economy-november-verdict Kent, S. 2019. Fashion’s Long Road to Inclusivity. [Online]. [Accessed 28 November 2019]. Available From: https://www.businessoffashion.com/articles/intelligence/fashions-long-road-to-inclusivity Kilpatrick, R. 2019. ‘An eye for an eye’: Hong Kong protests get figurehead in woman injured by police. [Online] [Accessed 20 November 2019]. Available From: https://www.theguardian.com/world/2019/ aug/16/an-eye-for-an-eye-hong-kong-protests-get-figurehead-in-woman-injured-by-police Kim, E., Fiore, A. and Kim, H. 2011. Fashion Trends: Analysing and Forecasting. London, United Kingdom: Berg.

Lahelma, E. 2012. Female paths to adulthood in a country of “genderless gender.” Gender and Education, 24(1), pp.1–13.

Leary, M.R. 2010. Affiliation, acceptance, and belonging. Handbook of Social Psychology. 2(5), pp. 864– 897.

Liu, N. 2019. What is Hong Kong’s Extradition Bill. [Online]. [Accessed 25 November 2019]. Available From: https://www.ft.com/content/2063019c-7619-11e9-be7d-6d846537acab

35

36 Liu, N. 2019. What is Hong Kong’s Extradition Bill. [Online]. [Accessed 25 November 2019]. Available From: https://www.ft.com/content/2063019c-7619-11e9-be7d-6d846537acab LSN. 2019. A festival urinal designed to end gender inequality. [Online]. [Accessed 19 November 2019].

Available From: https://www.lsnglobal.com/news/article/24516/a-festival-urinal-designed-to-end-gender-inequality LSN. 2019. Macro Trends. Online]. [Accessed 1 December 2019]. Available from: https://www.lsnglobal. com/macro-trends Luna, C., and Barros, D. 2019. Genderless Fashion: A (Still) Binary Market. Latin American Business Review, 20(3), pp.269–294.

Mackay, H. 2019. Iceland removed own label from 17 products rather than palm oil. [Online]. [Accessed 20 October 2019]. Available From: https://www.bbc.co.uk/news/uk-46984349 Marquina Barrio, A. 2010. Global warming and climate change: prospects and policies in Asia and Europe.

Hampshire: Palgrave Macmillan.

Marsh, S. 2016. The gender-fluid generation: young people on being male, female or non-binary. [Online].

[Accessed 29 November 2019]. Available from: https://www.theguardian.com/commentisfree/2016/mar/23/gender-fluid-generation-young-people-male-female-trans Mason, H., Mattin, D., Dumitrescu, D. and Luthy, M. 2015. Trend driven Innovation: Beat accelerating Customer Expectations. Hoboken: John Wiley & sons.

McGrath, M. 2018. What does 1.5C mean in a warming world?. [Online]. [Accessed 19 October 2019].

Available From: https://www.bbc.co.uk/news/science-environment-45678338 Mckelvey, K. and Munslow, J. 2008. Fashion Forecasting. Oxford: Wiley-Blackwell.

Mettler, K. 2017. Hillary Clinton just said it, but ‘the future is female’ began as a 1970s lesbian separatist slogan. [Online]. [Accessed 1 December 2019]. Available from: https://www.washingtonpost.com/news/ morning-mix/wp/2017/02/08/hillary-clinton-just-said-it-but-the-future-is-female-began-as-a-1970s-lesbian-separatist-slogan/ Mitchell, N. 2019. International students: ‘Brexit makes UK less attractive’. [Online]. [Accessed 01/12/2019].

Available from: https://www.universityworldnews.com/post.php?story=20190402085559563 Morris, S., Crow, D. and Palma, S. 2019. Hong Kong’s Rich Open Foreign Bank Accounts Amid Unrest.

[Online]. [Accessed 24 October 2019]. Available From: https://www.ft.com/content/d584eb92-f014-11e9ad1e-4367d8281195 Newberry, L. 2019. These L.A. parents don’t want to assign a gender to their baby, so the government did it for them. [Online]. [Accessed 28/11/2019]. Available from: https://www.latimes.com/california/story/2019-09-24/gender-neutral-non-binary-baby Newburn, T. 2019. The London ban on Extinction Rebellion risks a perilous erosion of public trust. [Online]. [Accessed 19 October 2019]. Available From: https://www.theguardian.com/commentisfree/2019/ oct/18/london-ban-extinction-rebellion-erosion-trust-protesting O’Brien, H. 2019. Does extinction rebellion have a class problem? [Online]. [Accessed 15 October 2019].

Available from: https://www.newstatesman.com/politics/environment/2019/10/does-extinction-rebellion-have-class-problem

O’Malley, K. 2019.Boots Faces Backlash Over ‘Hypocrisy’ For Making Switch from Plastic to Paper Bags. [Online]. [Accessed 20 October 2019]. Available From: https://www.independent.co.uk/life-style/ boots-plastic-paper-bags-2020-backlash-pollution-prescription-reaction-a8973741.html O’Neill, B. 2019. Extinction Rebellion’s war on the working class. [Online]. [Accessed 15 October 2019].

Available from: https://www.spiked-online.com/2019/10/14/extinction-rebellions-war-on-the-workingclass/ Parker, G.M. 2008. Team Players and Teamwork New Strategies for developing successful collaboration.

[Online]. 2nd ed. San Francisco, California: Jossey-Bass. [Accessed 18 November 2019]. Available From: https://www.dawsonera.com/abstract/9780470241028 Parker, K. Graff, N and Igielnik, R. 2019. Generation Z Looks a Lot Like Millennials on Key Social and Political Issues. [Online]. [Accessed: 21 November 2019]. Available From: https://www.pewsocialtrends. org/2019/01/17/generation-z-looks-a-lot-like-millennials-on-key-social-and-political-issues/ Petter, O. 2019. Gender Pay Gap; What is it and How Is It Different from Equal Pay? [Online]. [Accessed: 23 October 2019]. Available From: https://www.independent.co.uk/life-style/women/gender-pay-gapequal-pay-women-paid-less-motherhood-a8856121.html Posner, H. 2015. Marketing Fashion – Strategy, Branding and Communication. London: Laurence King Publishing PWC. 2019. Delphi Energy Future 2040. [Online]. [Accessed 15 October 2019]. Available from: https:// www.pwc.com/gx/en/industries/energy-utilities-resources/publications/delphi-energy-future-2040.html Rastogi, N. and Trivedi, M.K. 2016. PESTLE Technique - A Tool To Identify External Risks in Construction Projects. International Journal of Engineering and Technology. 3 (1), pp.384-388.

Raymond, M. 2010. The Trend Forecaster’s Handbook. London, United Kingdom: Laurence King Publishing Ltd. Rodgers, L., Hills, M. and Bailey, D. 2019. No-deal Brexit: 10 Ways It Could Affect You. [Online]. [Accessed 24 November2019]. Available from: https://www.bbc.co.uk/news/uk-politics-47470864 Rogers, E. 1962. Diffusion of Innovations. New York: Free Press Rogers, E.M. 1995. Diffusion of Innovation. 4th ed. New York: Free Press Rossi, A. 2019. Four tips for marketing to the LGBTQ community. [Online]. [Accessed 28 November 2019].

Available from: https://www.crresearch.com/blog/four-tips-for-marketing-to-the-lgbtq-community Rothstein, E. 1996. Trend-Spotting: It’s All the Rage. [Online]. [Accessed: 21 November 2019]. Available From: https://www.nytimes.com/1996/12/29/arts/trend-spotting-it-s-all-the-rage.html Roy, E. A. 2019. ‘Nothing else matters’: school climate strikes sweep New Zealand. [Online]. [Accessed 24 October 2019]. Available From: https://www.theguardian.com/environment/2019/sep/27/nothing-elsematters-school-climate-strikes-sweep-new-zealand Sandhu, N. 2017 ‘Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda’, Business Perspectives and Research, 5(2), pp. 151–166 Satgar, V. (2018). Climate crisis : South African and global democratic eco-socialist alternatives . Johannesburg: Wits University Press.

Shao, G. 2019. Hong Kong Turmoil Could Cast a ‘Shadow’ Over China-US Trade Talks, Experts Say. [Online]. [Accessed 21 November 2019]. Available From: https://www.cnbc.com/2019/10/08/hong-kongprotests-could-cast-a-shadow-over-china-us-trade-talks.html

37

38 Shaw, D and Koumbis, D. 2014. Fashion Buying from Trend Forecasting to Shop Floor. London: Bloomsbury Publishing.

Smithers, R. 2018. Third of Britons Have Stopped or Reduced Eating Meat – Report. [Online]. [Accessed 20 October 2019]. Available From: https://www.theguardian.com/business/2018/nov/01/third-of-britonshave-stopped-or-reduced-meat-eating-vegan-vegetarian-report Spiegel, E. 2017. Behind the scenes: the Magic and the Maths of Trend Forecasting. [Online]. [Accessed 23 October 2019]. Available From: https://www.wgsn.com/blogs/behind-the-scenes-trend-forecasting/ The British Library. 2019. How to Fashion Forecast. [Online]. [Accessed 25 November 2019]. Available From: https://www.bl.uk/business-and-ip-centre/articles/how-to-fashion-forecast The World Bank. 2019. Social Inclusion. [Online]. [Accessed 28 November 2019]. Available From: https:// www.worldbank.org/en/topic/social-inclusion Thomson, H. 2017. 10 Science-Backed Tips for Bringing Up Your Child Gender Neutral. [Online]. [Accessed 29 November 2019]. Available from: https://www.forbes.com/sites/helenthomson/2017/10/30/10-science-backed-tips-for-bringing-up-yourchild-gender-neutral/#55a00bb198b8 TimesHigherEducation. 2019. Top Universities for Tackling Gender Inequality. [Online]. [Accessed 21 November]. Available From: https://www.timeshighereducation.com/student/best-universities/top-universities-tackling-gender-equality Trendone. 2019. Sexuality and gender fluidity. [Online]. [Accessed 22 October 2019]. Available From: https://www.trendone.com/en/trend-universe/macro-trends/macro-trend-detail/sexuality-and-gender-fluidity.html United Nations. 2019. Gender Equality. [Online]. [Accessed 1 December 2019]. Available From: https:// www.un.org/en/sections/issues-depth/gender-equality/ United Nations. 2019. UN Climate Change Summit. [Online]. [Accessed 19 October 2019]. Available From: https://www.un.org/en/climatechange/ Wadesango, N. 2011. Is Gender Equality Still an Issue? Tensions and Contradictions Embedding the Work of Feminists Today. Journal of Social Sciences. 26(3), pp.163-169 Wald, E.R. 2019. Dyson Pulls The Plug On Electric Vehicle Development. [Online]. [Accessed 19 October 2019]. Available From: https://www.forbes.com/sites/ellenrwald/2019/10/17/dyson-pulls-the-plug-on-electric-vehicle-development/#114f4c48c2c2 Walker et al. 2017. An Uncertain Future. [Online]. [Accessed 1 December 2019]. Available from: https://www. lsnglobal.com/an-uncertain-future-life-after-the-general-election-2017/article/21410/an-uncertain-future Watson, C. 2019a. Trends Week 4 Toolkit. DESN2365 Trends and Forecasting. 24 October 2019, University of Leeds Watson, C. 2019b. The trend Cartogram. DESN2365 Trends and Forecasting. 20 November, University of Leeds WGSN, 2019. The Worlds Trend Authority. [Online]. [Accessed 20 November 2019]. Available from: https:// www.wgsn.com/en/ Whiting, K. 2019a. 7 Surprising and Outrageous Stats About Gender Inequality. [Online]. [Accessed 23 October 2019]. Available From: https://www.weforum.org/agenda/2019/03/surprising-stats-about-gender-inequality/

Whiting, K. 2019b. Female Leaders Warn about the Erosion of Women’s Rights. [Online]. [Accessed 23 October 2019]. Available From: https://www.weforum.org/agenda/2019/02/female-leaders-warn-aboutthe-erosion-of-women-s-rights Wood, V. 2019. Hong Kong Protests: China Extradition Bill Officially Killed as Beijing ‘Considers replacing Carrie Lam’. [Online]. [Accessed: 23 October 2019]. Available From: https://www.independent.co.uk/ news/world/asia/hong-kong-extradition-bill-china-protests-carrie-lam-beijing-xi-jinping-a9167226.html

39

40

Figure list Figure 1 - Reddit. 2018. The future is Female. [Online]. [Accessed 2 December 2019]. Available from: https:// www.reddit.com/r/MensRights/comments/82tl1e/can_we_talk_about_this_picture_the_future_is/ Figure 2 - TrendBible. 2019. What is Trend Forecasting. [Online]. [Accessed 2 Decmber 2019]. Available from: https://www.trendbible.com/what-is-trend-forecasting/ Figure 3 - Pinterest. No Date. 2018 Womens March. [Online]. [Accesses 2 December 2019}. Available from: https://www.pinterest.co.uk/pin/452682200045822371/ Figure 4 - Robinson, F. 2019. Climate Change PESTLE analysis. This report: University of leeds.

Figure 5 - Robinson, F. 2019. Political Unrest PESTLE analysis. This report: University of leeds Figure 6 - Robinson, F. 2019. Social Inclusivity PESTLE analysis. This report: University of leeds Figure 7 - Robinson, F. 2019. Initial Trend Cartogram. This report: University of Leeds Figure 8 - Shah, A. 2019. Final Trend Cartogram. This report: University of Leeds.

Trend Cartogram Figures list

Figure 1- Andersen, M. 2018. And You Thought Ru Was Joking About World Domination. [Online]. [Accessed 13 November 2019]. Available From: https://www.out.com/entertainment/2018/5/11/rupaul-satc-showrunner-are-teaming-netflix-comedy-series Figure 2 - Daily Mail. 2019. Transgender Man And His Non-Binary Fiance Reveal How They Are Raising Their Child To Understand That Gender And Sexuality Are Fluid - As They Insist Kids Should NOT Be ‘Put Into A Box At Birth’. [Online]. [Accessed 11 November 2019]. Available From: https://www.dailymail.co.uk/femail/article-6669449/ Transgender-man-non-binary-fiance-raising-child-believe-gender-fluid.html Figure 3 - International Women’s Day. 2019. Theme for International Women’s Day 2019 is #BalanceforBetter.

[Online]. [Accessed 13 Nov. 2019] Available From: https://www.internationalwomensday.com/Theme Figure 4 - Vector stock. 2019. Rainbow Heart Icon. [Online]. [Accessed 13 November 2019] Available From: https://www.vectorstock.com/royalty-free-vector/rainbow-heart-icon-lgbt-flag-symbol-vector-23724708 Figure 5 - Data driven investor. 2018. How to Market Gender Fluid. [Online]. [Accessed 11 November 2019] Available from: https://medium.com/datadriveninvestor/how-to-improve-your-marketing-in-the-era-of-gender-fluidityd3fefb25ce28 Figure 6 - Leffler, K. W. 1970. Women’s Strike Day March in Washington, D.C.., for Equal Employment and Educational Opportunities as well as Accessible Child Care. [Online]. [Accessed 1 December 2019] Available from: https://www.britannica.com/topic/Womens-Equality-Day Figure 7 - Awosika, T. 2018. The Impact of Millennials int he Workplace. [Online]. [Accessed 1 December 2019] Available from: https://www.consultancygroup.com/blog/2018/03/the-impact-of-millennials-in-the-workplace Figure 8 - The Hunger Project. 2019. Who Are We - Our Approach - Leadership. [Online]. [Accessed 1 December 2019] Available from: https://www.thehungerproject.org.uk/who-we-are/our-approach/leadership/ Figure 9 - Lane, J. 2019. Phumzile Mlambo-Ngcuka, left, the head of UN Women, with the actor Emma Watson in New York ahead of the UN Commission on the Status of Women. [Online]. [Accessed 13 November 2019].

Available From: https://www.theguardian.com/global-development/2016/mar/14/world-leaders-gender-equality-pledge-reality-un-commission-on-the-status-of-women-sustainable-development Figure 10 - TED. 2018. How to get serious about diversity and inclusivity in the workplace. [Online]. [Accessed 11 November 2019]. Available from: https://www.ted.com/talks/janet_stovall_how_to_get_serious_about_diversity_and_inclusion_in_the_workplace Figure 11 - Lipinski, D. 2019. Actor Michael Sheen During the March4Women. [Online]. [Accessed 13 November 2019]. Available From: https://www.independent.co.uk/news/uk/home-news/march4women-rally-march-london-care-international-international-womens-day-suffragette-a8239236.html Figure 12 - Garanich, G. 2019. Calling for change: A rally for gender equality on International Women’s Day in Kiev, Ukraine. [Online]. [Accessed 13 November 2019]. Available From: https://www.weforum.org/agenda/2019/06/there-isnt-a-single-country-on-track-to-make-the-uns-targets-for-gender-equality/ Figure 13 - Dawson, S. 2019. Activist Bianca Jagger Speaks during the March4Women. [Online]. [Accessed 13 November 2019]. Available From: https://www.independent.co.uk/news/uk/home-news/march4women-rally-march-london-care-international-international-womens-day-suffragette-a8239236.html Figure 14 - Frontlineclub. 2019. Photography’s MeToo Movement: Building a Better Industry. [Online]. [Accessed 13/11/2019]. Available from: https://www.frontlineclub.com/photographys-metoo-movement-building-a-better-industry/

41

42 Figure 15 - Cohan, C. 2017. Donald Trump sexism tracker: Every offensive comment in one place. [Online]. [Accessed 13 November 2019]. Available From: https://www.telegraph.co.uk/women/politics/donald-trump-sexismtracker-every-offensive-comment-in-one-place/ Figure 16 - france-Presse, A. 2019. Harvey Weinstein laughs and pleads not guilty as rape trial is delayed until January. [Online]. [Accessed 11 November 2019]. Available From: https://www.telegraph.co.uk/news/2019/08/26/ harvey-weinstein-pleads-not-guilty-rape-trial-delayed-january/ Figure 17 - Minero, G. 2019. Milano Pride 2019 – Milan’s LGBT Pride Week. [Online]. [Accessed 11 November 2019]. Available From: https://www.wheremilan.com/events/milano-pride-2019-milans-lgbt-pride-week/ Figure 18 - BBC News. 2019.Gender pay gap: What is the pay gap where I work? [Online]. [Accessed 11 November 2019]. Available From: https://www.bbc.co.uk/news/business-47754005 Figure 19 - BBC. 2019. Gender Pay Gap Report 2019. [Online]. [Accessed 11 November 2019]. Available from: http://downloads.bbc.co.uk/aboutthebbc/reports/reports/gender-pay-gap-2019.pdf Figure 20 - Human Rights Campaign. 2019. Transgender Inclusion in the Workplace: Recommended Policies and Practices. [Online]. [Accessed 13 November 2019]. Available From: https://www.hrc.org/resources/transgender-inclusion-in-the-workplace-recommended-policies-and-practices Figure 21 - Warren, S. 2019. Uk Girls Skipping School, Traumatized After Being Forced to Share Bathrooms with Boys. [Online]. [Accessed 1 December 2019]. Available From: https://www1.cbn.com/cbnnews/world/2019/october/uk-girls-skipping-school-to-avoid-sharing-gender-neutral-toilets-with-boys Figure 22 - Anderson, B. 2018. Mandatory Paternity Leave: The Next Must-Have Benefit?. [Online]. [Accessed 13 November 2019]. Available From: https://business.linkedin.com/talent-solutions/blog/hr/2018/mandatory-paternity-leave-the-next-must-have-benefit Figure 23 - The Guardian. 2017. University gender gap at record high as 30,000 more women accepted. [Accessed 13 November 2019]. Available From: https://www.theguardian.com/education/2017/aug/28/university-gender-gap-at-record-high-as-30000-more-women-accepted Figure 24 - Easter, R & Sideris, E. 2019. What the government is planning on gender equality. [Online]. [Accessed 13 November 2019]. Available From: https://www.peoplemanagement.co.uk/experts/legal/government-gender-equality-plans Figure 25 - New York Times. 2019. Victoria’s Secret Casts First Openly Transgender Women as a Model. [Online]. [Accessed 1 December 2019]. Available From: https://www.nytimes.com/2019/08/05/business/victoria-secret-transgender-model.html Figure 26: BBC. 2019. Victoria’s Secret Cancels Fashion Show Amid Ratings Drop. [Online]. [Accessed 1 December 2019]. Available From: https://www.bbc.co.uk/news/business-50512414 Figure 27: Data driven investor. 2018. How to market Gender fluid. [Online]. [Accessed 11 November 2019] Available From: https://medium.com/datadriveninvestor/how-to-improve-your-marketing-in-the-era-of-gender-fluidityd3fefb25ce28 Figure 28: OECD. 2019. The Future of Education and Skills. [Online]. [Accessed 1 December 2019]. Available From: https://www.oecd.org/education/2030/E2030%20Position%20Paper%20(05.04.2018).pdf Figure 29: The Guardian. 2019 ‘It was time’: maker of Barbie launches line of gender-neutral dolls. [Online]. [Accessed 11 November 2019] Available From: https://www.theguardian.com/lifeandstyle/2019/sep/25/barbie-maker-gender-neutral-dolls-release Figure 30: The Fashion Spot. 2015 Report: New York Fashion Week Is Gradually Becoming More Diverse. [Online]. [Accessed 11 November 2019] Available From: https://www.thefashionspot.com/runway-news/645227-diversity-report-new-york-fashion-week-spring-2016/

Figure 31: Mbg lifestyle 2018. Gender neutral beauty is on the rise - here are the brand you need to know. [Online]. [Accessed 11 November 2019] Available From: https://www.mindbodygreen.com/articles/best-gender-neutral-beauty-brands Figure 32: Neate, R. 2018. Global pay gap will take 202 years to close. [Online]. [Accessed 11 November 2019] Available From: https://www.theguardian.com/world/2018/dec/18/global-gender-pay-gap-will-take-202-years-toclose-says-world-economic-forum

43

44