The 2.5%: small group - big influence
About this eBook
Very insightful, sure to be a success - Marcelo Amstalden Möller (formerly Global Director, International Brands & Craft Portfolio, HEINEKEN Group B. V; Vice President, Global Brand & Corporate Marketing Communications · Wolters Kluwer)
Extraordinarily engaging - Peter Nash (Chair of Programme Committee, inaugural ESOMAR FUSION Conference)
A fantastic new analytical narrative […] fun, thought-provoking [and] well worth a read Dr Nick Baker, Chief Research Officer, SAVANTA; Non-exec Chair of the MARKET RESEARCH SOCIETY (MRS)
Very inspiring [and] groundbreaking - Akiko Hoshi (Head of Qualitative Research Advancement, INTAGE QUALIS, Japan)
Fully illustrated with original images (not stock photography!), the story features truly inspiring characters and connects the dots between the seemingly unconnected. Readers will be globe trotting: from Detroit, where fascinating communities of makers have taken matters into their own hands (following the city’s bankruptcy), to London’s uber gentrified neighbourhood of Shoreditch where generations of artists and creative types have acted as its advance troops, from underground market gardeners using left over coffee beans to grow mushrooms in Paris to roof top urban farmers in Hong Kong, from raves in St Petersburg to citizenship protests in New York City, from fashion parties to fashionable clubs and many more. What all the protagonists have in common is their vision to generate (economic) value whilst also creating value for society and their ability to influence brands and corporate businesses to follow suit. This generation of Innovators drove the climate and social inclusivity that started to dominate the corporate and societal agenda in the years following the COVID pandemic.
The ideas for the model were developed over three decades, which we call 'cool cycles of reinvention'. The first two decades (1987 – 2007) were presented in The First to Know (how hipsters and mavericks shape the zeitgeist - see here: www.thefirsttoknow.info). Ideas were then put to test in real time over a third (2007 – 2017). The cultural framework proved reliable and The 2.5% was born, introducing the-first-to-know innovation diffusion model. Like the visionary characters it celebrates, The 2.5% is breaking new grounds. It doesn’t fit categories. It doesn’t lend itself to ticking boxes. The story goes on...It doesn't stop with the book! #the2point5percent https://www.tftk.info/the-2-5
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About the author
Fascinated by how idiosyncratic ideas become the norm, Dr Lida Hujić has built up a reputation for her ability to anticipate the next big thing. Her practice revolves around her passion for non-conformists, who challenge the status quo for the better good. She spreads this contagion through market research consulting, curating events and hosting talks, public speaking engagements and writing.
Lida’s USP is her insider knowledge of leading-edge cultures and how new trends are formed.
Her credentials include phenomena that truly struck a chord, such as 'cool knitting' (hailed at the time as 'one of the most influential global micro-trends shaping youth culture') and being one of the original members of The People's Supermarket (TPS), which was instrumental in bringing the issue of food and single plastic package waste on the wider public agenda. Lida has extensive knowledge of the fashion industry, including being part of the KTZ ‘family’ since inception, recognised as one of the most influential high end fashion labels. For those not part of the initiated, that's the label behind Björk ‘swan dress’ - there is even a wikipedia page dedicated to this dress!
Her interest in emerging cultures is on-going. It's not a job - it is passion. And... She is sought after for her flair for the zeitgeist.
As a curator/cultural programmer, she works with various partners, from music festivals to business accelerators. Credentials including being part of the events 'fam' for the coveted private members' club Soho House Group for a whole decade - up to the 'covid' pandemic and the Group's change of ownership.
As a consultant, she specialises in identifying growth opportunities for Blue Chip Companies across market sectors. Equally, she supports market disruptors, forging new market categories and developing more inclusive and sustainable businesses. Here, she has developed a new breed of cultural insights to help business and brands make sense of the future - by alleviating risks.
She outlines her model for anticipating futures in her second book The 2.5% : Small Group - Big Influence. Ideas and hunches came from her first book The First to Know : How Hipsters and Mavericks Shape the Zeitgeist.
A frequent public speaker , expert commentator and occasional contributor to a diverse range of publications, she’s also been featured as a trend setter in a variety of international magazines and radio & TV shows. She has a PhD about music television from Goldsmiths College, hailed as a 'pioneering analysis' for which she was awarded 'London Student of the Year' (1996) and a MTV Video Music Award in 'Best Academic Achievement' (1999), a specially created category for her.
For speaking engagements, Lida is represented by Specialist Speakers agency, contact Daniel Rix, director, by calling: +44 (0)203 002 4125 or by email him: daniel@
