Identifying future trends and technologies continues to be a “million-dollar question,” said Raffaella Cornaggia, most recently CEO of Kering Beauté at Fortune CEO Forum. Every year, the Fortune CEO Forum convenes some of Europe’s most influential business leaders, providing a trusted platform where senior executives can exchange insights and discuss their shared priorities and challenges with peers. In 2025 guests included leaders from Shell, Philips, Sodexo and more.
Cornaggia noted that social media platforms such as TikTok provide real-time data that businesses can use to identify shifting consumer tastes. TikTok’s algorithm surfaces content based on actual user behavior, making it a powerful discovery engine, where people often “accidentally” find new brands or products without searching for them. For businesses, the key is tracking how trends are resonating across multiple regions and communities. By identifying these patterns early, companies can determine which trends are most likely to scale globally.
