As design manager for the in house innovation lab at Zalando, our team focuses on how the organization can look at emerging trends in technology, design and culture and use insights to influence company strategy from a designers point of view. A core issue we run up against when looking at future trends is how to identify what's hype, and what's here to stay. In this talk I'll share tangible ways for designers to develop their instinct and point of view when defining a perspective on ever evolving futures.