The Annual Trend Folder and Its Impact

The annual trend folder, initiated in 2021, serves as a vital resource for strategists globally, providing democratized insights that are often inaccessible due to subscription barriers. Founders Lee and Amy emphasize its evolution into a collaborative effort, where contributors share unique cultural perspectives that enrich the overall narrative of trends. This initiative stems from a recognition of the limitations of traditional trend reports, which frequently lack a genuine sense of cultural grounding. As the trend folder gains traction, it actively shifts the focus toward underexplored voices and narratives from diverse regions, ensuring a more holistic understanding of global trends.