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Armida Ascano      

Consumer Behavior & Generational Trends Expert, Futurist & Chief Insights Officer at Trend Hunter

Armida Ascano is the founder of Trend Hunter’s Futurist team. She coaches the company’s innovation speakers and develops frameworks on the future of innovation, technology, marketing, lifestyle and culture, while co-creating custom workshops for clients. With these tools in her arsenal, she has helped hundreds of brands innovate -- including Chicago Tribune, TOMS, and Wal-Mart -- and has spoken at conferences like Foresight and Trends, OmniShopper, Future Festival and Dreamforce.

As Trend Hunter’s most-requested Futurist, Armida has a passion for trend forecasting with a specialized focus on generational segmentation. With 10 years of hunting trends under her belt, she has curated and studied over 50,000 trend case studies and one billion views of traffic, making her an expert in Internet culture and consumer behavior in the digital age.

Speech Topics

Cracking the Leisure Code

The mission across many industries is “consumercentricity.” The best way to learn what consumers really want is to understand what they do in their free time and why. This presentation explores the internal and external motivators behind what consumers define as fun today.

The 18 Megatrends Matrix

This session is based in Trend Hunter's own reusable Trend Hunting framework, the 6 Patterns of Opportunity, and our newly developed network of 18 evergreen consumer behavior-based trends. Each Megatrend will be briefly explained, with the most relevant explained more in-depth. These trends cross industries, and are illustrated through case studies from various categories.

The Micro-Generations Matrix

This presentation introduces Trend Hunter's Micro-Generations as a way to rethink traditional demographics through a more consumer-centric lens. Our first presentation exploring micro-generational study, this session uncovers new ways to think about modern consumers, what motivates them, and how to more accurately target them.

Forecasting Micro-Generational Desire

Through an exploration of each of the 9 Micro-Generations' formative years, impactful global events, media and pop culture, attendees will walk away with a thorough understanding of who each group is today, and the trends relevant to them over the next 3-5 years.

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