INSIGHTS INFLUENCE INNOVATION
TRENDS 101
INFLUENCE
WHAT
INSIGHTS
WHY
INNOVATION
WHO
MEGA
MACRO
MICRO FADS
T YPES OF TRENDS
MEGA TREND
{
[meg-a-trend]
A mega trend is a major restructuring, a larger pattern of broad trends that is reshaping and transforming our lives. The term mega trend was popularized by John Naisbitt in his 1982 book by the same name.
NO
“THE MOST RELIABLE WAY TO FORECAST THE FUTURE IS TO TRY TO UNDERSTAND THE PRESENT.” John Naisbitt
1
MEGA TREND C AT EG O R I E S
Mega trends are global & sustained forces that impact business, economy, society, culture & personal lives thereby defining our future world
SOCIAL + CULTURAL ENERGY + ENVIRONMENT DEMOGRAPHICS SCIENCE + TECHNOLOGY ECONOMIC POLITICAL CONDITIONS
MACRO TREND
{
[mac-ro-trend]
Macro-trends are specific variations of megatrends. They describe partial trends that feature a different degree of effectiveness. Macro-trends are the smaller of the major trend movements. Assigned to the respective megatrends, they describe developments that are backed up with concrete innovations.
NO
2
MICRO TREND
//
[mic-ro-trend] Micro-trends are new, intelligent, leading- and structure-changing innovations. They are the first concrete signs of emerging trend movements.
NO
3
FAD [f-a-d] A temporary fashion, notion, manner of conduct, etc., especially one followed enthusiastically by a group.
//
4
NO
“
TRENDY IS THE LAST STAGE BEFORE TACKY
KARL LAGERFELD
FAD
A FAD IS A SHORT-TERM EVENT, WHAT MAY BE CALLED A “FLASH IN THE PAN” OR A CRAZE
TREND
A TREND HAS THE POTENTIAL OF BECOMING A LONG-TERM INFLUENCE ON THE FUTURE OF A MARKET.
FAD
THE SCRUNCHIE
TREND
DENIM
FAD
PET ROCK
TREND
PET INDUSTRY
FAD
BEANIE BABY
TREND
CHECKERS
“
FLORALS? FOR SPRING? GROUNDBREAKING.
MIRANDA PRIESLEY Meryl Streep - The Devil Wears Prada
MEGA
MACRO
MICRO
LIFECYCLE OF A
TREND
MAN UP!
LET’S BREAK IT DOWN
LIFE CYCLE OF
TREND LIFE CYCLE FROM MEGA TO MICRO
1
MEGA TREND
2
MACRO TREND
3
MICRO TREND
MEGA TREND
ECONOMIC TRENDS
MAN UP!
THE GREAT RECESSION
1
THREE-QUARTERS OF THE 8 MILLION JOBS LOST DURING THE RECESSION WERE HELD BY MEN
MEN TAKE ON MORE TRADITIONALLY FEMALE CAREERS AND MORE RESPONSIBILITIES AT HOME
MACRO TREND
SOCIAL TRENDS
MAN UP!
THE TRADITIONAL MALE ARCHETYPE CONTINUES TO ERODE
2
ATTEMPT TO RECOVER FROM THE “HE-CESSION”
RECLAIM MASCULINITY
METRO A YOUNG, URBAN, HETEROSEXUAL MALE WITH LIBERAL POLITICAL VIEWS, AN INTEREST IN FASHION, AND A REFINED SENSE OF TASTE.
MACHO A MAN WHO ADOPTS A TRADITIONAL MASCULINE STYLE IN DRESS AND MANNERS
MACRO TREND EXAMPLES
MAN UP!
BOOKS / BLOGS
TV SHOWS
ADS STYLE / FASHION
GUILTY PLEASURES
MAN UP!
BOOKS / BLOGS
MAN UP!
TV SHOWS
MAN UP!
ADVERTISING
MAN UP!
STYLE / FASHION
MAN UP!
GUILTY PLEASURES
“
CHUCK NORRIS WASN’T A BOY SCOUT. HE WAS A MAN SCOUT.
UNKNOWN ChuckNorrisFacts.com
MICRO TREND
CONSUMER PRODUCTS
MAN UP!
FASHION
3
HOME DECOR SOCIAL EXPRESSIONS
MAN UP!
MENS FASHION
MAN UP!
WOMENS FASHION
MAN UP!
THE LITTLE ONES
MAN UP!
HOME DECOR
MAN UP!
SOCIAL EXPRESSIONS
“
I DON’T SET TRENDS. I JUST FIND OUT WHAT THEY ARE AND EXPLOIT THEM.
DICK CLARK
ANTITECH
TREND LIFE CYCLE FROM MEGA TO MICRO
“
BEING FAMOUS ON INSTAGRAM IS BASICALLY THE SAME THING AS BEING RICH IN MONOPOLY.
UNKNOWN
LET’S BREAK IT DOWN
LIFE CYCLE OF
ANTI-TECH
1
MEGA TREND
2
MACRO TREND
3
MICRO TREND
MEGA TREND
TECH TRENDS
ANTI - TECH
MOBILE BROADBAND
1
THE CLOUD
DIGITAL NATIVES
MACRO TREND
SOCIAL TRENDS
ANTI - TECH
SOCIAL MEDIA EXPLOSION
2
SMART DEVICES
VIRTUAL REALITY CROSSOVER
COUNTER TREND
SOCIAL TRENDS
ANTI - TECH
LOGGING OFF
2
RETRO ENTHUSIATS
TACTILE + SENSORY
MICRO TREND
CONSUMER PRODUCTS
ANTI - TECH
ADVERTISING
3
RETAIL
PRODUCTS + SERVICES
ANTI-TECH
ADVERTISING
PRODUCT
RETAIL
“
CREATIVITY IS JUST CONNECTING THINGS. WHEN YOU ASK CREATIVE PEOPLE HOW THEY DID SOMETHING, THEY FEEL A LITTLE GUILTY BECAUSE THEY DIDN’T REALLY DO IT, THEY JUST SAW SOMETHING. IT SEEMED OBVIOUS TO THEM AFTER A WHILE. THAT’S BECAUSE THEY WERE ABLE TO CONNECT EXPERIENCES THEY’VE HAD AND SYNTHESIZE NEW THINGS.
STEVE JOBS