What are some advantages and possible problems for businesses tthat use trend spotting as a part of their planning?

What are some current trends you believe businesses shoudl be "spotting" today?

Management Matters Trend Spotting A trend is a current style of preference that may have a major impact on individual and business behavior. Trend spotting is a new business planning activity that analyzes a number of business sources to identify emerging trends. Businesses use information from trend spotting to plan new products, eliminate older products, and find ways to tie existing products to the budding trends in order to develop customer interest and excitement. Trend spotting researchers frequently monitor social media to identify external trends that may provide opportunities for businesses. They are interested in what opinion leaders are communicating through social media about what is new, hot, in, or out. What are some advantages and possible problems for businesses tthat use trend spotting as a part of their planning? What are some current trends you believe businesses shoudl be "spotting" today