Derived from German philosophy, “Zeitgeist” mixes the words zeit, meaning “time,” and geist, meaning “spirit,” literally, “the spirit of the time.” It thus expresses the way in which ideas and concepts are absorbed and transcribed into culture as a reflection of a moment, an era. In this sense, the Zeitgeist nourishes the work of trend forecasting. While it can be easily defined a posteriori, until recently, it was difficult to capture it at a given moment without calling on experienced thinkers and trend spotters. But things are changing and the Zeitgeist is being turned into a product. Let’s dive in.
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