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Practical trend mapping: focusing on people

In: The Trend Management Toolkit

Author

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  • Anne Lise Kjaer

Abstract

The economist Fritz Schumacher observed in his 1970s’ global bestseller Small is Beautiful: A Study of Economics as if People Mattered that we must look holistically at the world. Long before environmental and political awareness of issues such as global warming and protecting ecosystems had become mainstream, he pioneered the concept of natural capital in a world of finite resources. His ideas proved to be prescient, since the book was published in 1973, the year of the global oil crisis. Schumacher understood that our relationship with the planet was a challenge and believed that helping people to help themselves by making better choices should develop through our inner wisdom, not as a result of intervention from state, science or technology. In Schumacher’s ideal vision of the world, the economy was underpinned by small, autonomous businesses, committed to ecology and peace or, as he termed it, “Buddhist economics.”1

Suggested Citation

  • Anne Lise Kjaer, 2014. "Practical trend mapping: focusing on people," Palgrave Macmillan Books, in: The Trend Management Toolkit, chapter 0, pages 157-194, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-37009-9_6
    DOI: 10.1057/9781137370099_6
    as

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