Looking back on 2024, you might recall a few trends. Everyone wanted Stanley cups. They were wearing Crocs with socks. Your TikTok feed was full of #GetReadyWithMe videos. 

    But have you ever stopped and wondered why these trends started? 

    Nivara Xaykao [zay-kow] may have an answer. She’s a trend forecaster. Her job is to study what’s popular. She looks at trends across fashion, technology, and more. 

    What does she do with this information? She works with brands like Target, Disney, and Converse. Her trend research helps them create or sell products people are excited to buy. We asked Nivara about her interesting job.

How would you define a trend? 

    A trend is a pattern. To find one, I often do something called “social media listening.” I spend a lot of time on apps like TikTok, observing what people are into. It can be a fashion trend, news, or even a meme. I also go out in my city and people-watch! Just observing what’s happening around you can tell you a lot.

How does your research help the companies you work with? 

    Here’s an example: In the summer of 2023, the Barbie movie came out. Taylor Swift was also on her Eras Tour. This led to a big moment. Girlie things like bows and pastel colors popped up everywhere. Knowing this helped brands with everything from packaging colors to social media captions.