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National Geographic Learning

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Unit 2

Identifying
Trends

What will the next big thing be — and how do you spot it first?

Lead-in 01

Can you predict the next big thing? 🔮

Every great product — from smartphones to social media — was once just a trend someone spotted before the crowd. Think about the last time something suddenly became popular everywhere. Where do trends actually come from?

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Technology

New tools change behaviour

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Consumer Habits

How people spend and choose

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Social Media

Signals spread at lightning speed

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Data Analysis

Patterns hidden in big data

→ Today's article explores how businesses find trends before everyone else.

Reading 02

Skimming Task ⏱

Read the whole text in 90 seconds. Answer these three questions:

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Who needs trends?

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How do people spot them?

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What technology helps?

✅ Who: Businesses of all kinds need to identify trends to stay competitive.  |  How: By distinguishing trends from fads, observing hobbies, and using data analysts.  |  Technology: Predictive tech apps, filtering tools (gReader Pro, NetNewsWire), and crowd-sourcing websites like Springwise.

Section 1

Fads Versus Trends

How can you tell if something new will last — or disappear in a few months?

Reading 03

Opening Hook — Stakes

Businesses need to predict change and spot emerging trends in order to stay relevant and beat the competition. But how can they know what the next big thing is before everyone else?
The two goals are "stay relevant" (not fall behind — a defensive goal) and "beat the competition" (come out ahead — an offensive goal). Together they frame trend-spotting as both survival and victory. The infinitive phrase "in order to" signals purpose, explaining why prediction matters, not just that it matters.
Reading 04

Rhetorical Question

Businesses need to predict change and spot emerging trends in order to stay relevant and beat the competition. But how can they know what the next big thing is before everyone else?
This is a rhetorical question — it doesn't expect a direct answer but invites the reader to think. It also functions as a hook transitioning the article from the problem to the solution. "Before everyone else" implies that timing is the key advantage: being first to spot a trend gives a head start over all competitors. The question creates suspense and drives the reader forward.

Section 1 · Continued

Three Signs of a Real Trend

Money, connection to bigger trends, and wide appeal — the three-point test.

Reading 05

Fad vs Trend — Definition

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
"Which don't last long" is a non-restrictive relative clause — it adds extra information about "fads" without defining which fads are meant (all fads don't last long). It is introduced by "which", and could be placed in brackets: fads (which don't last long). The clause signals the author's attitude: fads are by definition temporary. It immediately prepares the reader for the contrast with trends.
Reading 06

Planking — A Fad Example

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
"Craze" carries a connotation of irrationality and short-lived excitement — it is more dismissive than "trend" (which suggests permanence) or "idea" (which is neutral). By choosing "craze", the author subtly signals even before the reveal that planking won't last. This is loaded diction — word choice that guides the reader's judgement. The em-dash parenthetical adds a visual pause, as if the author is pausing to explain something slightly absurd.
Reading 07

Contrast — "Nothing More Than"

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
"Nothing more than" is a minimising expression — it dismisses something by saying it is only that and not anything greater. It implies a gap between what something seemed to be and what it actually was. "It was a fad" is neutral and factual; "nothing more than a fad" carries a tone of gentle deflation, as if clearing up an illusion. The word "turned out" also indicates that the result was a revelation — something that became clear over time, not immediately.
Reading 08

Early Stages — Hard to Tell Apart

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
The adverb "often" is a hedge — it avoids an absolute claim ("always hard") and keeps the statement credible. "Early stages" implies a temporal perspective: the confusion is temporary, eventually resolved as a trend or fad plays out. This prepares the reader for the three practical signs that follow. The contraction "It's" (rather than "It is") gives the sentence a conversational, accessible tone — it reads like advice from an experienced commentator rather than a formal rule. This register shift makes the article easier to relate to.
Reading 09

Signposting — "But There Are Signs"

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
This sentence is a pivot / signpost — it acknowledges the difficulty stated in S4 ("hard to tell") and then promises a solution ("several signs"). Starting with "But" at the beginning of a sentence is a rhetorical technique to create contrast and momentum: the reader just heard a problem, and "But" signals that relief is coming. "Look out for" is an informal phrasal verb meaning "watch for / be alert to" — it belongs to a conversational register, making the practical advice feel accessible rather than academic.
Reading 10

First Sign — Trends Make Money

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
The semicolon signals an elaboration relationship: the first clause states the feature (trends make money) and the second explains the business implication (plan strategies around it). The modal verb "should" expresses obligation/expectation rather than certainty — it advises businesses what they ought to be doing. The phrase "take advantage of" is an idiom meaning to exploit an opportunity strategically. Together the sentence moves from describing a property of trends to issuing practical business advice.
Reading 11

Second Sign — Trends Link Together

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
"Tend to" is a hedging expression — it softens the claim from an absolute rule to a general pattern. This is more accurate: not every trend links to another, but most do. Using "tend to" makes the argument more credible. The structure First / Second / And third is a enumeration (listing) device — it organises the argument clearly and makes each criterion easy to remember. The unexpected "And third" (with a coordinating conjunction) creates a slight rhythmic change, adding rhetorical emphasis to the final point.
Reading 12

Example — Online Shopping and E-Commerce

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
The em-dash here functions as an appositive introducer — it introduces a noun phrase that renames or specifies "a bigger trend". This creates a visual and rhythmic pause before revealing the larger context. The word "bigger" implies that trends exist in a hierarchy: smaller, visible trends (online shopping) nest inside larger, macro-level shifts (the rise of e-commerce). This structure is key to understanding S7's claim — trends are not isolated events but interconnected layers of change.
Reading 13

Third Sign — Wide Appeal

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
Starting a sentence with "And" is a deliberate rhetorical choice — it creates an additive, almost conversational rhythm, making the list feel natural rather than mechanical. Combined with "And third", it gives the final item a sense of climactic emphasis. The phrase "a wide range of people" is intentionally broad: it implies that trends cross demographics (age, income, culture), unlike fads which tend to appeal to a niche or a single age group. By implication, planking only attracted a specific online crowd — it did not achieve the universal appeal that defines a genuine trend.
Reading 14

Planking Fails All Three Tests

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
"Sure enough" is a discourse marker that signals confirmation — "as we predicted / as expected". It creates a conversational, slightly knowing tone, as if the author is saying "just as I warned you." It is informal for a business article, which makes the writing feel engaging and accessible rather than dry. The phrase connects the three criteria (signs 1–3) to this outcome, closing the argument with a satisfying logical loop.
Reading 15

Observing Hobbies — A New Method

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
"Another way" is a discourse marker of addition — it signals the paragraph is expanding its argument by introducing a second, distinct method (beyond the three-sign test). It keeps the text organised and makes the logic easy to follow. The verb "observe" is more formal and systematic than "watch" or "look at" — it implies deliberate, sustained, and analytical attention rather than casual glancing. This word choice reinforces that trend-spotters are professionals, not just curious bystanders.
Reading 16

Social Networks — Born from Observed Habits

One important step in identifying trends is to distinguish them from fads, which don't last long. In 2011, a craze called "planking" — where people photographed themselves lying face down, usually in an odd public place — became popular. However, this turned out to be nothing more than a fad. It's often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend — the rise of electronic commerce. And third, trends usually appeal to a wide range of people. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity. Another way of spotting trends is to observe people's hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
The construction "came from + gerund" (came from noticing) indicates that the origin of the idea was a process of observation, not invention. This tells us trend-spotters are not creators — they are observers. The gerund "noticing" implies an ongoing, habitual act rather than a single moment. The verb "like to share" (simple present) further suggests a stable human habit, not a passing phase — which is exactly what makes it a trend, not a fad.

Section 2

In Search of Trends

Trend-spotting has become a whole industry — with new job titles to match.

Reading 17

A Growing Industry

The importance of spotting trends has led to a growing industry with a range of new jobs. These vary from individual trend consultants to entire teams of people in large corporations. Social media analysts — a job title that didn't even exist before the mid-2000s — look through huge amounts of data online. Kevin Allocca, whose job is to analyze trends on YouTube, spends his day monitoring news headlines and popular videos to help his company look out for industry trends.
The present perfect "has led to" connects a past cause (the growing importance of trend-spotting) to a present result (the industry that exists now). If simple past were used ("led to an industry"), it would suggest the process is complete and over. The present perfect keeps the connection alive, implying the industry is still growing. The adjective "growing" reinforces this sense of ongoing expansion. The present perfect is often used in business writing to announce current states that resulted from past developments.
Reading 18

Scale of the Industry

The importance of spotting trends has led to a growing industry with a range of new jobs. These vary from individual trend consultants to entire teams of people in large corporations. Social media analysts — a job title that didn't even exist before the mid-2000s — look through huge amounts of data online. Kevin Allocca, whose job is to analyze trends on YouTube, spends his day monitoring news headlines and popular videos to help his company look out for industry trends.
The "from X to Y" structure lists the two extreme ends of a spectrum, implying that everything in between is also included. By naming both "individual consultants" (small scale) and "entire teams in large corporations" (large scale), the author shows the full range of the industry without listing every possibility. This is an economical and effective way to suggest breadth. Rhetorically, it makes the industry feel both accessible (one person can do it) and serious (major companies invest in it).
Reading 19

Social Media Analysts — New Job Title

The importance of spotting trends has led to a growing industry with a range of new jobs. These vary from individual trend consultants to entire teams of people in large corporations. Social media analysts — a job title that didn't even exist before the mid-2000s — look through huge amounts of data online. Kevin Allocca, whose job is to analyze trends on YouTube, spends his day monitoring news headlines and popular videos to help his company look out for industry trends.
The adverb "even" is an intensifier — it adds emphasis and implies surprise or unexpectedness. "Didn't exist" simply states a fact; "didn't even exist" highlights how completely absent the concept was before the mid-2000s. It suggests that not only was the job not common — it wasn't imaginable. This usage of "even" is typical in informal and journalistic writing to express a mild sense of amazement at how quickly things change. The parenthetical em-dash structure integrates this historical fact without disrupting the sentence's flow.
Reading 20

Kevin Allocca — A Case Study

The importance of spotting trends has led to a growing industry with a range of new jobs. These vary from individual trend consultants to entire teams of people in large corporations. Social media analysts — a job title that didn't even exist before the mid-2000s — look through huge amounts of data online. Kevin Allocca, whose job is to analyze trends on YouTube, spends his day monitoring news headlines and popular videos to help his company look out for industry trends.
"Whose job is to analyze trends on YouTube" is a non-restrictive relative clause using the possessive relative pronoun "whose" — it adds information about Allocca's role without restricting which Allocca is meant. Using a real named person shifts the article from abstract argument to concrete example. This is a common journalistic technique: first state a general claim, then humanise it with a specific individual. It makes the idea of trend-spotting feel real and tangible, not theoretical.

Section 3

New Technology

Apps, algorithms, and crowd-sourcing: how tech supercharges trend detection.

Reading 21

Tech Tools — Filtering Noise

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
"Aid" is more formal and slightly more technical than "help". "Help" is common in everyday speech; "aid" appears more in formal writing, medicine, business, and official contexts. Using "aid" elevates the tone, signalling that technology is being treated seriously as a professional tool rather than a casual assist. The adverb "also" is an additive connector — it links this new point (technology) to the methods already discussed (observation, analysts), showing that multiple strategies work together.
Reading 22

Allocca's Filtering Tools

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
"To help filter" is an infinitive of purpose — it answers why Allocca uses these tools. The infinitive phrase makes his reason explicit and action-oriented. "Such as" is a phrase of exemplification, introducing specific tools to make the abstract idea of "organisation tools" concrete. The adverbial "every day" stresses the habitual, repetitive nature of the monitoring — suggesting that trend-spotting is not occasional but a relentless daily discipline, reinforcing the professional seriousness of the role.
Reading 23

Predictive Tech — How It Works

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
Placing "even" before the final item in a list is a technique for creating a climactic escalation. The list moves from the expected (conversations, blogs, videos) to the surprising (photo descriptions) — suggesting that predictive tech reaches further than most people would guess. "Even" signals: "you might not think this counts as data, but it does." The descending concreteness of the list (text → video → image metadata) reinforces how comprehensively the technology sweeps the web.
Reading 24

Keywords — Predictive Search

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
All three keywords signal change over time or growth in frequency: "trend" directly names the concept; "becoming more" signals increase; "recently" marks temporal proximity to the present. They are italicised to mark them as object language (words being discussed, not used). The logic of these keywords is that people online who use these words are often pointing at something new and rising. They act as linguistic fingerprints of emerging phenomena — the software uses language as a proxy for social change.
Reading 25

Springwise — Crowd-Sourced Trends

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
"Encourage…to" is a causative structure — it signals that the websites motivate or prompt behaviour rather than requiring it. This is softer than "force" or "require", implying voluntary participation. The phrase "work together" signals a shift from the individual expert model (Allocca alone) to a collaborative, crowd-sourced model. The author implies that the wisdom of many contributors, each with local knowledge, can complement sophisticated algorithmic tools — suggesting that human insight and technology complement each other.
Reading 26

Springwise — Local Business Ideas

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
The future "will work" is embedded in a noun clause (object of "think") — it reports what members believe about the future. This is indirect future reporting. Crucially, it highlights that trend spotting is inherently about predicting the future, not describing the present. The use of "will" (rather than "might" or "could") suggests members submit ideas they are fairly confident about. The local focus — "their city or country" — adds a layer of real-world testing: local knowledge is valued as a data source.
Reading 27

Points Exchanged for Money — Incentive Design

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
This is a first conditional (if + present simple → present/future result), expressing a real and possible outcome. The passive voice "is featured" removes the agent — we don't know who decides to feature ideas. This passive construction implies that a selection process exists but keeps authority abstract, directing attention to the reward rather than the gatekeeper. The reward system ("points that can be exchanged for money") is a classic gamification technique — turning participation into a competitive, motivated activity. The relative clause "that can be exchanged" is a further passive construction, reinforcing the transactional framing.
Reading 28

Concession — "Isn't Easy, But Is Important"

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
The structure "X isn't easy, but X is important" is a concessive contrast — the writer acknowledges a downside to build credibility, then pivots to the positive. Admitting difficulty makes the assertion of importance feel more honest and persuasive rather than promotional. The use of the uncontracted "it is" (rather than "it's") adds emphatic weight — in spoken English this would be stressed: "but it IS an important skill". This is a common technique for giving force to a key point just before a closing argument.
Reading 29

Conclusion — "Come Out on Top"

New forms of technology also aid trend spotters. Allocca uses organisation tools such as gReader Pro and NetNewsWire to help filter the many websites he monitors every day. Predictive tech analyzes online conversations, blogs, videos, and even photo descriptions. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compare the data to find common topics. There are also predictive tech websites that encourage trend spotters to work together and submit ideas for new trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member's idea is featured on the website, they receive points that can be exchanged for money. Trend spotting isn't easy, but it is an important skill. Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
The subject is a noun phrase with a restrictive relative clause: "those [that are able to predict and make use of trends]" — only a defined group ("those that are able") will succeed. This is a conditional-implied structure: if you can predict trends, you win; if not, you lose. The idiom "come out on top" (meaning to succeed after competition) ends the article on a vivid, energetic note rather than a dry conclusion. It returns to the competitive framing of the opening ("beat the competition"), creating a satisfying structural circle.
Language 30

Hedging Language: "Tend to" & "Usually"

Academic and business writers soften claims to make them more accurate and credible.

A) Trends tend to link with one another.
    → General pattern, not an absolute rule

B) Trends usually appeal to a wide range of people.
    → True in most cases, not always

C) ❌ Trends always link / definitely appeal — overstated, less credible

D) RULE: Use hedges (tend to, usually, often, generally) when making
    claims about patterns rather than fixed laws.

Identify the hedge in each sentence and explain why it is used:
It's often hard to tell… Businesses should be able to see… These vary from…to…

"Often hard to tell" — "often" hedges: not always impossible, just frequently difficult. It keeps the claim honest.

"Should be able to see" — "should" is a modal of expectation/obligation, not certainty. It advises rather than states a fact, leaving room for exceptions.

"These vary from…to…" — The from-to structure implies a range rather than a fixed point. Variation itself is a soft claim.

Key insight: Hedges make arguments more persuasive in academic/business writing, not less — they show the writer is thinking carefully rather than overstating. Overconfident language ("always", "definitely") triggers reader scepticism.
Language 31

Present Perfect vs. Simple Past

Two past-time forms with very different communicative functions.

A) The importance of spotting trends has led to a growing industry.
    → Past cause, present result (still relevant now)

B) In 2011, "planking" became popular.
    → Completed event at a named past time

C) ❌ The importance of spotting trends led to a growing industry.
    → Suggests the industry no longer exists — wrong meaning!

D) RULE: Present perfect = past → present link (no specific past time).
    Simple past = completed event, usually with a specific time marker.

Choose the correct form and explain why:
"Social media [has changed / changed] the way we spot trends."
"Planking [has disappeared / disappeared] by 2012."

"Has changed" — correct. The effect (changed the way we spot trends) is still true now. No specific time is given, and the relevance is present. Simple past "changed" would imply social media's influence is over.

"Disappeared" — correct. "By 2012" is a specific past time marker. When a specific time expression is present (by 2012, in 2011, last year), the simple past is required. "Has disappeared by 2012" is grammatically wrong because the present perfect cannot be used with a specific past time adverb.

Memory hook: If you can add "by [specific year]" or "in [specific year]" — use simple past. If the sentence connects to now without naming a past time — use present perfect.
Language 32

Relative Clauses: Restrictive vs. Non-restrictive

Two types of relative clauses with different punctuation, pronouns, and meaning.

A) Kevin Allocca, whose job is to analyze trends, spends his day monitoring…
    → Non-restrictive (extra info, could be removed) — commas required

B) Businesses that are able to predict trends will come out on top.
    → Restrictive (defines WHICH businesses) — no commas

C) ❌ Fads, that don't last long, are different from trends.
    → Wrong: use "which" (not "that") in non-restrictive clauses

D) RULE: Restrictive = "that" (no commas). Non-restrictive = "which/whose" (commas).

Classify each clause and add or remove commas as needed:
Social media analysts who look through data are in high demand.
Springwise which is a website allows members to submit ideas.

"Social media analysts who look through data are in high demand."
→ Restrictive — "who look through data" defines which analysts (not all analysts, only those who look through data). No commas needed. "That" could replace "who" in restrictive clauses.

"Springwise, which is a website, allows members to submit ideas."
→ Non-restrictive — there is only one Springwise; "which is a website" just adds extra information. Commas are required. "That" is NOT allowed in non-restrictive clauses. Corrected: Springwise, which is a website, allows members to submit ideas.

Quick test: Remove the relative clause — if the sentence still makes sense AND refers to the same group, it is non-restrictive (add commas). If removing it changes the meaning, it is restrictive (no commas).
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Lesson Complete

Unit 2: Identifying Trends

01

Distinguish trends from fads using three signs

02

Observe human hobbies & social behaviour

03

Analysts mine data; new jobs emerge

04

Predictive tech & crowd-sourcing accelerate discovery

Only those that are able to predict and make use of trends will come out on top.