Why tomorrow’s brand growth will come from the fringes – and how to get there first by Helen Edwards
As a business owner or leader, chances are you will often ask yourself where you are going to find growth. Should you expand to another country? Should you extend your product line? Should you be implementing new technologies to service customers quicker?
This fascinating new book from London Business School professor Helen Edwards asks the curious question: what if we’re looking in the wrong places? What if, by ignoring behavioural trends on the fringes of society that might seem unusual, less promising or even weird, we might be overlooking the next big thing?
Just a decade ago, vegans would struggle to find products that met their needs. Today veganism is a sector worth $23 billion with meals available in most supermarkets and restaurants. So what will be the next veganism that we should all be looking at, to get ahead of the game?
In From Marginal to Mainstream Helen combines her award-winning writing style with her practical knowledge as a marketing expert to explore the commercial potential of more than 40 behavioural trends. Some of them might already seem common (think home schooling, mindfulness or working from home), whereas others might take you a bit more by surprise – are you ready for polyamory, home burials, urophagia, plant-based psychedelics or insect-based diets?
Crucially, while some trends might sit less comfortably, the author always gives them equal consideration, clearly explaining the process of how to evaluate if any opportunity really does have commercial potential.
From Marginal to Mainstream is the kind of book that not only offers practical advice for marketers and entrepreneurs but is also packed with such fascinating lifestyle insights that you will find yourself sharing “did you know…” facts with friends in social situations.
From Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes – and How to Get There First is published by Kogan Page and available now in paperback priced £19.99.
