What Trendera does

Trendera is a privately held, boutique marketing and consumer-insight firm founded by Jane Buckingham after her prior research properties (The Cassandra Report, Trend Central, and The Intelligence Group) were sold to CAA. The firm specializes in trend forecasting, brand strategy, and generational research covering Generations X, Y, Z, and Alpha, producing narrative subscription reports — including the flagship The Trendera Files and sub-products such as 2023 Trends for the Future, The New Normal, All About Gen Z, Consumer Habits & Spending, The Wellness Report, and The Activism Issue — that package macro and micro trends, nationally representative statistics, marketing campaign analysis, slang roundups, and pop culture hot lists for enterprise brand buyers.

The company's go-to-market is a direct enterprise sales motion targeting Fortune 500 companies with quote-based subscription pricing; revenue mechanics are recurring subscription, though pricing, customer count, and contract values are not publicly disclosed. Distribution is concentrated through three channels: (1) direct B2B sales of premium reports to Fortune 500 subscribers, (2) extensive earned media featuring founder Jane Buckingham across Good Morning America, NY Times, NPR, USA Today, Bustle, Glamour, and others, and (3) a free weekly newsletter, The Trendera Files Weekly, that functions as top-of-funnel demand generation. A 2018 B2B newsletter partnership with Women's Health Magazine represents the firm's only documented third-party distribution arrangement.

Trendera operates with 1-10 employees from offices in Los Angeles (Beverly Hills) and New York and claims a global representative footprint. The technology stack is qualitative-first: trend forecasting and generational research methodologies supported by a proprietary trend identification system, with no disclosed AI/ML, API, SDK, or platform integrations. Leadership consists of Founder & CEO Jane Buckingham and Managing Partner Liz Gray; the firm has no disclosed funding rounds, parent company, or institutional investors, and is operated as a founder-owned entity.

Name

Trendera

Legal name

Trendera

Website

https://trendera.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Trendera is a privately held, boutique marketing firm that produces subscription-based trend forecasting and generational consumer research reports — covering Gen X, Y, Z, and Alpha — sold directly to Fortune 500 brand and marketing buyers via quote-based enterprise subscriptions.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Research & Positioning (Audience/Competitive Insights) (MPAAAEAI)

akta.pro secondary industry

Market, Shopper & Category Insights / Research Services (CRAOAOAI)

Keywords

• Trend forecasting reports
• Consumer insights research
• Generational market research
• Brand strategy consulting
• Cultural trend analysis

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Trend Research Reports: Subscription-based access to premium trend reports including macro and micro trends, standout marketing campaigns, hot lists of trending people/things/places, slang analysis, and nationally representative statistics. Reports cover Generations X, Y, Z and Alpha consumer insights for Fortune 500 companies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Trendera sells subscription-based, premium trend forecasting and generational consumer research reports to Fortune 500 brands. Its flagship "The Trendera Files" report bundle and named sub-reports (2023 Trends for the Future, The New Normal Report, All About Gen Z, Consumer Habits & Spending Report, The Wellness Report, and The Activism Issue) deliver macro and micro trend analysis, nationally representative consumer statistics, marketing campaign breakdowns, slang and pop culture tracking, and Gen X/Y/Z/Alpha insights. The company also runs a free weekly email newsletter, The Trendera Files Weekly, to engage prospects.

Product overview

Trendera is a boutique marketing firm offering a suite of trend forecasting and generational research products. The core offering is The Trendera Files subscription report, which includes multiple named sub-reports covering specific topics: 2023 Trends for the Future, The New Normal Report, All About Gen Z, Consumer Habits & Spending Report, The Wellness Report, and The Activism Issue. These reports provide macro and micro consumer trends, nationally representative statistics, and pop culture insights targeting brands and Fortune 500 companies. The company also offers a free weekly newsletter, The Trendera Files Weekly, extending reach beyond paid subscribers.

Differentiator

Problem solved

Functional benefit

Products and services

• The Trendera Files Premier trend forecasting report subscription service providing macro and micro trends, standout marketing campaign analysis, hot lists of trending people/places/things, slang roundups, and nationally representative statistics targeting Fortune 500 brands.
• 2023 Trends for the Future Annual trend report covering societal shifts, long-term macro trends, nationally representative consumer statistics for ages 13-44, an introduction to Gen Alpha with parent data, and notable pop culture developments in media, marketing, and influencers.
• The New Normal Report Trend report examining macro trends defining post-pandemic consumer culture, with nationally representative statistics on Gen Z and Millennial attitudes and behaviors, and the latest developments in entertainment, social media, and technology.
• All About Gen Z Comprehensive trend report on Gen Z shifts with nationally representative statistics highlighting generational values, behaviors, pandemic impacts, emerging influencers, and pop culture trends.
• Consumer Habits & Spending Report Report on societal shifts in money and finances post-pandemic, with national statistics on Gen Z and Millennial spending, saving, and investing behaviors, and crypto market developments.
• The Wellness Report Trend report covering wellness shifts related to technology, personal care, beauty, mental health, entertainment, and fitness, including Gen Alpha's evolving wellness relationship and buzzy food and beverage ingredients.
• The Activism Issue Trend report examining the evolution from Cancel Culture to Confrontation Culture, Gen Z and Millennial privacy attitudes, brand activism alignment, and social advocacy trends.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Women's Health MagazineminorGTM or Marketing Partner · 24 October 2018Women's Health and Trendera launched a B2B newsletter targeted at younger demographics, combining Trendera's generational research expertise with Women's Health's publishing platform to deliver trend insights to younger consumer segments.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Mintel: Mintel is a global market research firm providing syndicated consumer research, category reports and trend analysis across CPG, beauty, fashion, food and lifestyle. It overlaps with Trendera on consumer and generational insights but operates at vastly greater scale with proprietary panel data.
• Ipsos: Ipsos is a global market research and consumer insights firm with trend, brand and advertising research practices serving Fortune 500 clients. It is a broad incumbent comparable to Trendera in the consumer insights and brand strategy space.
• NielsenIQ: NielsenIQ is a global consumer intelligence firm combining retail sales data, panels and trend analytics for CPG and retail clients. It competes with Trendera in the brand strategy and consumer insights space, but with a data and analytics infrastructure Trendera cannot match at its current size.
• J. Walter Thompson Intelligence: JWT Intelligence is the in-house trend and futures research unit of WPP's J. Walter Thompson agency, publishing trend reports and cultural insights for global brands. It competes with Trendera for enterprise mindshare on cultural and generational trend content.

Direct peers

• TrendWatching: TrendWatching is a global trend intelligence firm that publishes consumer trend reports, briefings and a premium trend platform for brands and agencies. Its subscription model and macro/micro trend taxonomy closely mirror Trendera's report-based offering.
• WGSN: WGSN is the leading global trend forecasting subscription service serving fashion, beauty, food & drink, interiors, and consumer insights to enterprise brands. It is the most direct competitor to Trendera's The Trendera Files subscription, operating at far greater scale across multiple verticals.
• Cassandra Report: The Cassandra Report (now run under Cassandra Co.) is a generational insights and trend research firm originally created by Jane Buckingham. It is a direct predecessor and competitive comparable, with the same founder DNA and similar Fortune 500 enterprise subscriber base.
• Stylus: Stylus is a subscription-based consumer trend and innovation research firm covering fashion, beauty, retail, food, technology and wellness. Like Trendera, it sells annual trend reports and advisory content to enterprise brand teams, making it a closely comparable direct peer in B2B trend intelligence.
• The Intelligence Group: The Intelligence Group is the youth and generational research firm Jane Buckingham sold to CAA before founding Trendera. It is a direct predecessor and conceptual twin of Trendera, focused on Gen Y/Z research and cultural insights for brands.

Regional players

• Peclers Paris: Peclers Paris is a French trend forecasting and consumer insights consultancy publishing seasonal trend books for fashion, beauty, lifestyle and retail brands. It is a comparable boutique trend research peer, though primarily Europe-rooted versus Trendera's US base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/trendera
• LinkedInlinkedin.com/in/jane-buckingham
• Instagraminstagram.com/janebuckingham
• Facebookfacebook.com/100070822970267

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trendera