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The Popcorn Report: Faith Popcorn on the Future of Your Company, Your World, Your Life Paperback – October 13, 1992


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Product Details

  • Paperback: 288 pages
  • Publisher: Harper Paperbacks; Reprint edition (October 13, 1992)
  • Language: English
  • ISBN-10: 0887305946
  • ISBN-13: 978-0887305948
  • Product Dimensions: 5.4 x 7.9 inches
  • Shipping Weight: 6.4 ounces
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #1,750,769 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Marketing consultant Popcorn is in the business of spotting commercially significant social trends to offer appropriate product and policy recommendations to blue-chip clients like AT & T, IBM and Coca-Cola (she told the latter that New Coke wouldn't work). Here she organizes 17 years of brainstorming in quick and easy takes, concluding with the projection of a totally altered American affluence for the ' 90s. Under the business name of BrainReserve and backed up by such consultants as adman Jerry Della Femina, editor Grace Mirabella and farmer Frank Perdue, Popcorn and staff have developed refreshingly original concepts and a language of their own: Down-Aging, Egonomics. Popcorn's predictions include electronic shopping from home by "cocooned" shoppers and a children's crusade to force industry and government to restore the environment. "Anticipating a new reality is the beginning of the process of creating it," writes the ever upbeat Popcorn, whose book is a great place to start that process. Fortune Book Club main selection; BOMC and QPB alternates.
Copyright 1991 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Library Journal

Here, futurist Popcorn offers her predictions for the 1990s and explains the method used by her consulting firm, Brain Reserve, to identify significant trends. Popcorn, who coined the well-known term "cocooning," is quick to turn the new phrase; here we are exposed to a barrage of futurespeak such as "down aging," "socioquake," and "foodaceutical" (fortunately, the book contains a glossary). Mostly, however, she writes about the lifestyles and attitudes likely to dominate the baby boom generation as they "middle age" in the next decade. Among the megatrends she notes are: an increased environmental consciousness; worries about health care and aging; and a preoccupation with adventurous (but risk-free) leisure activities. A provocative final chapter even outlines specific corporate opportunities that can be inferred from Popcorn's projected trends. While at times she exhibits a woeful ignorance of business history (e.g., Popcorn anchors the roots of consumerism belatedly in the 1970s), her thoughtful book is guaranteed to stimulate creative thinking as managers plan for the future.
- Gene R. Laczniak, Marquette Univ., Milwaukee
Copyright 1991 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

More About the Author

Faith Popcorn, best-selling author of EVEolution, Clicking, The Popcorn Report, and most recently Dictionary of the Future, is founder of Faith Popcorn's BrainReserve, the futurist marketing consultancy she established in 1974. The New York Times has called her "the trend oracle," and she is recognized as America's foremost Trend expert.

As key strategist for Faith Popcorn's BrainReserve, Faith applies her insight into cultural and business Trends to help BrainReserve clients reposition established brands or companies, develop new products, and define areas of new business opportunity. She is a trusted advisor to the Fortune 500 including such companies as American Express, Bel Group, Campbell's Soup, CitiBank, Discovery Communications, Dunkin' Donuts, Johnson & Johnson, Kellogg's, KFC, PepsiCo, Mars, SC Johnson, and Tylenol. With a documented 95% accuracy rate Faith predicted the demand for fresh foods and four-wheel drives, as well as the spiritual tenor of the millennium (Trend: "Anchoring").

Faith is a graduate of New York University and New York's High School of Performing Arts. She has two adopted daughters from China, a 13-year-old and 7-year-old.

Customer Reviews

4.1 out of 5 stars
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Most Helpful Customer Reviews

18 of 20 people found the following review helpful By R. Williams on June 1, 2004
Format: Paperback
Have you ever met someone who's been to one-too-many Tony Robbins seminars? It's like listening to a parrot. Most marketing books, in my opinion, are like that; compilations of what's already been said by someone else. The exceptions to this rule - the great breakthrough books - are Ogilvy on Advertising, The 22 Immutable Laws of Marketing, and The Popcorn Report.
Originally published in 1991, some would call it "dated." These people are idiots. In one of her closing chapters, Ms. Popcorn very presciently describes email and e-commerce, calling them "screenmail" and "infobuying" though neither had yet been invented. Heck, in 1991 we weren't even using the word "internet." It would be another 3 years before anyone was even talking about "The Information Super-Highway."
The Popcorn Report is one of the great books of original thought and Faith Popcorn deserves a spot in the Marketing Hall of Fame. Buy the book. It will stretch your mind by showing you how we got to where we are.
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2 of 2 people found the following review helpful By A Customer on July 16, 1998
Format: Paperback
Faith Popcorn is very insightful and her writings portray a sense of clarevoyancy. She has predicted over 8 trends that have since been realized and she has helped many entrepreneurs pave the way to success. Popcorn seems to know exactly what it is that the American public wants and how our needs will change in the future. Her success and accuracy is legendary, however, if you tend to have a short attention span, I suggest simply reading the firs 6 chapters and the last 4. The mid-section is very repetitive, offering very few new ideas. Take a look and find out what Popcorn has known for years.
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3 of 4 people found the following review helpful By A Customer on October 12, 2003
Format: Paperback
When I began reading this book I was doubtful that the trends and predictions of this book would be relevant ten years after it was written. I was pleasantly surprised in that these trends are still very relevant to our world today. A great book to get a perspective on how to deal with trends and changes in society, with fantastic real-world, simple examples. I would definitely recommend this book, and I look forward to reading more of Faith Popcorn.
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By AJ on July 27, 2013
Format: Paperback
This book was published a long time ago, so it's interesting to see how some if the "predictions" have worked out over time. Obviously an intelligent woman wrote this.
A friend recommended it and the book was as my friend said it would be, so that's why the five star rating.
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Format: Paperback Verified Purchase
I read the book years ago and mentioned it to my daughter and business partner so she wanted a copy to read. Very informative and in the ensuing years much has come true. Recommended for folks who want to follow a model of thinking ahead.
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Format: Paperback
I read the 1992 version of the book She wrote then, #1 trend was Cocooning. People will be too afraid to go out. Supermarkets will deliver the food at your door, doctors will make again house calls. Sales for home alarms will increase 80%. Cocooning never happened and was her biggest boo-boo.

She recommends American Airlines to transform the coast-to-coast flight into a a special restorative time for body and mind, promising passengers to arrive feeling much better than before they boarded the flight. In 2012 this is big joke. No food, less leg room is what we get and for cheap flight, passengers put up with everything.

Also men will color their hair to look younger. (Actually more people today shave their head to hide boldness).

You can see the full details in "The memories of a Product Manager: The Flood is coming: Faith Popcorn predictions" [...]
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1 of 2 people found the following review helpful By A Customer on June 9, 1997
Format: Paperback
A good manager must anticipate whats ahead of its company

Since the operation of any company takes most of our time... one must rely on magazines, books and some times opinions of other managers...

Ms. Popcorn opened our eyes to what we must expect and look for in trends if we want to stay in business and keep ahead of our competion and of our clients.

This is a must book for entreprenours.

Thanks Ms Popcorn for sharing your ideas with us mortals
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