Gustavo Prado, drawing from his academic experience, founded Trendo.mx as a way to think about the future of consumption in Mexico based on trends. He is the author of *Mextilo: Memoria de la moda mexicana*, the only comprehensive book on the history of this discipline, funded by the largest crowdfunding project in the country. Trendo focuses on solving the enigma of culture; uncovering insights and reporting findings; exploring motivators, the economic environment, and the consumer landscape.