25 of the best Coolhunts - Fontys ACI

ased on one example. A downside of this procedure is that not all trends will be focused
on. The best synopsis of trends that will be worked with now and in the future can be
found on www.scienceofthetime.com.
Nevertheless we are convinced that the first year has been concluded successfully.
And don’t forget: we still have three years to go.
The 25 selected observations of Cool as presented in this booklet are all contributed
by the students of Internatonal LifeStyle Studies and of the minor Trendwatching of
Fontys University of Applied Sciences, the Netherlands. However, their observations
and contributions are part of a much greater research object:
The International Cool City Hunt project. This project once started at
www.scienceofthetime.com and has been facilitated and embraced by Fontys University
of Applied Sciences. The vision behind The International Cool City Hunt Project is that all
future professionals need to become more trend- and innovation sensitive. That is what will
keep us competitive (and creative) in a ‘Flat World’, in which all continents and businesses
are competing on equal footing. In the emerging economies people are working harder,
more hours for less money than inhabitants of Europe and North America are willing to.
Being more innovative than the rest will be their key competitive edge and capacity.
Will the next Steve Jobs rise in the USA again? In Europe? Or in India, China or Brazil?
In order to be effectively innovative professionals had better leave from a solid platform
of validated mentality trends that thoroughly describe what the (future) consumer target
groups aspire, desire and need. But also where their worries, anxieties and preoccupation
lie. Innovation is a must more than ever before. However, innovating that is not based on
a platform of validated mentality trends means: innovating in the dark. This the conviction
lies behind the International Cool City Hunt Project. The vision of the project: helping to
make its participants more seriously trend-sensitive, and therefore enabling them to
become more innovation-sensitive.
A coherent kaleidoscope of over 25 universities worldwide now participate in the
International Cool City Hunt Project. Professional experts of Science Of The Time and
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