Hunting Grounds^SM

Usually managed and staffed by futurists, a trends program will scan the external environment looking for ideas and opportunities outside the usual "hunting grounds" of a company. Typically, a trends program will focus outside the core business of the company and will monitor the so-called STEEP categories: Social, Technical, Environmental, Economic, and Political. In the case of CPG companies, a trends program will likely be more focused on social (consumer, demographic, food, health, entertainment) trends while a trends program in a technology company will focus more on technical and environmental issues. A trends program helps the core business look beyond their usual "hunting grounds" for new and untapped opportunities.