TRENDS DON'T HAPPEN BY THEMSELVES
SIR's Institute for Tomorrow (the IFT) follows trends — differently.
You see, it's people who make trends real. For example, demographers will tell you that America is growing older. By 2030, we will have 60 percent more people over the age of 65 than we have today. Organizations and communities are starting to plan ahead for this coming tidal wave of older adults.
But few talk about who these older adults actually are. They are Boomers. And they are wired differently than the last generation of 65-year-olds. They are more demanding, more informed, more confrontational, and more questioning of authority figures. Apparently, they are more likely to be high too. (Pot use among 55- to 64-year-olds is up 455 percent -- obviously, a Boomer-related change.)
Understanding the generational dynamics of trends is the only way to fully know what they mean and what you can do about them.
DATA IS HOW TO CONNECT THE DOTS
Like we said, the IFT follows trends — differently.
We are researchers, which means we are always looking for the underlying data to support what we're seeing in trends. No guesswork here, just fact-based conclusions you can literally bank on.
Since 1964, SIR — the strategic management consultancy connected with our work — has been conducting customized market research studies for clients all across the United States. The IFT conducts its own studies through SIR, and that institutional knowledge, coupled with our insatiable curiosity, means we are constantly learning and bringing fresh perspectives to our trends and generations work.
Our backgrounds in marketing taught us that research is a means to an end -- and the end is knowing what to do next. That's why all of our presentations are designed to provide clear next steps and challenging questions to captivate and motivate the audience to action.