Trend Research Package (1st Grade)

Group Research Package: Climate Consciousness

By Emily Rathbone, Alexandra Grace Thomas, Elisha Ascencao-Lee, Sophie Jay

Figure: 1. Technology. 2019

Figure: 2: Aging Population. 2019

Figure 3: Climate Crisis. 2019

Contents...

Introduction..........................................................2 What is Trend Forecasting?.................................3 Research Methods................................................4 Three Initial Lifestyle Themes:............................5 Technology...................................................5

Aging Population.........................................7

Climate Crisis...............................................9 Presentation..........................................................11 Selected Theme: Climate Awareness.................13 Trend Cartogram.................................................15

Trend Innovators........................................15

Trend Drivers..............................................16

Trend Impact...............................................17

Trend Consequences..................................18

Trend Futures..............................................19 Conclusion............................................................20 References.............................................................21 Figure References................................................22 Appendices...........................................................23 1

Introduction The aim of this project was to develop an understanding of the forecasting process through identifying three zeitgeist themes, following their development, and learning how to use this information to develop a trend cartogram.

The selection of three global mega trends served as a starting point for research and was followed by the analysis of subsequent macro and micro trends. The trends were tracked from the early innovation stages through their entire development pinpointing where they originated and highlighting all contributing factors, these trends were then used to predict the possible shifts in society’s behavioural patterns.

Each member completed Belbins’s team roles test to gain a greater understanding of our individual strengths and weaknesses. The results of this test played an integral role in the execution of the assignment, guiding our progression through the assignment and also dictating the way in which we divided tasks between the group. For example, it was understood that the ‘implementer’ should ensure the group stays on task in the meeting, and that the ‘finisher’ would be responsible for the submission of the weekly log.

To remain on track with the project, weekly group meetings were scheduled and a shared document and PowerPoint set up, allowing each member to actively contribute and offer constructive criticism on other’s work. Objectives, progress, strengths and weaknesses were logged each week and the following week’s tasks decided upon and added to the log.

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What is Trend Forecasting?

Trend forecasting is “the process of detecting patterns or shifts in attitudes, mindsets and lifestyle opinions, in order to predict society’s future needs.” (Raymond, 2010).

Through an in depth analysis of how people are living, trend forecasting attempts to predict the direction in which society is moving and what the results of these shifts may be.

According to Higham (2009, p.15), consumer trends are those that “drive strategy and make the difference between profit and loss”, however, can be difficult to understand and appeal to if not forecasted.Therefore, trend forecasting is vital for businesses to be able to identify and understand such trends allowing them to differentiate from their competitors, stay relevant and make profitable decisions (Higham, 2009, p. 30-32).

Trend forecasting is carried out by a number of players inside and outside the industry. Key external performers include government think tanks, finance firms (PwC, KPMG), market research organisations (Mintel, Keynote), in-house future planners, etc. Considering trend forecasters inside the industry, one can identify trend unions, Promostyl, Carlin,WGSN, Stylesigh,Trendstop and View Publications amongst others (Watson, C. 2019).The individuals behind these forecasting platforms may have any range of speciality, with magazine editors, photographers, bloggers, marketers and economists all contributing to the construction of trend forecasts (Watson,C.2019).Thus,trend forecasting is a valuable asset to all members involved in the marketing of consumer goods and services, from product developers, to buyers, to advertisers, to visual merchandisers.

To forecast trends, it takes practices and the individuals need to adopt a range of skills and attributes such as being heterophilous, hyper-observant and systematic. This means that it is essential for forecasters to be interested in all sorts of things, be curious, step out of their own sphere of interests in order to “connect the dots among future macro trends and spot future growth” (WGSN, 2019).

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Research Methods Figure 4: Rogers Diffusion of Innovators. 2019 Primary and secondary research methods can be identified as tools to forecast trends. Considering primary research, Higham (2009) identified ‘primary observation’ as a rigorous and systematic research approach, carried out by observing or interviewing participants. Formal observation research involves distance observation and ethnography, focus groups, street polling and in-depth interviews (Higham, W. 2009. p49).

Trend Forecasters also make use of secondary research designs to collate data,making use of media outlets or polling data (Higham,W. 2009.). One can identify four different methods of secondary research methodologies; practical identification, theoretical identification, behavioural identification and attitudinal identification (Higham,W. 2009.).The objective of practical identification is to obtain physical evidence of change through studying consumer activity using statistical data and media resources (Higham,W. 2009.).Theoretical identification is carried out by studying recent consumer patterns and theorising future patterns based on this (Higham,W. 2009). Higham (2009) discusses three types of theoretical identification; analogous, logical and hypothetical. Behavioural identification is achieved through simply observing behavioural changes in society and, finally, attitudinal identification is a complex form of research design that uses semiotic analysis to observe changes in consumer attitudes (Higham, 2009).

Considering theories that support the understanding of the trend development, one may consider Rogers Diffusion of Innovators (1995), a model explaining the adoption and diffusion of trends.

It is possible to follow the curve of a trend from the innovators through early adopters,late and early majority and finally the laggards.There is a relationship between the segments in this model and the section of the trend cartogram,with innovators being present in both, and the ‘late majority’ coinciding with the ‘consequences on majority behaviour’.

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Three Initial Lifestyle Themes

TECHNOLOGY

Initially, general research was carried out to analyse consumer behavioural and attitudinal patterns in society, which were then grouped into themes and, finally, labelled and identified as three specific mega-trends; technology, an ageing population and the climate crisis.

These three mega-trends were further researched in preparation for a presentation on contemporary zeitgeists and in the development of the upcoming assignments. The reason for this approach was to understand the scope of contemporary zeitgeists, to provide in-depth knowledge of the mega-trends and to highlight how these trends can affect the consumer base.

Figure 5: The Evolution of Technology adoption and usage. 2017.

Technology The first lifestyle theme we initially explored was technology. To direct our study and ensure its relevance to modern macro and micro trends, we have explored the technology mega trend from its turning point at the start of the 21st century. Due to the breadth/ubiquity of ‘the original mega-trend (PWC India, n.d), a plethora of technology macro and micro-trends associated with each PESTEL factor have emerged.

A critical political macro trend that technology has influenced is the need for politicians to have a strong digital presence to remain relevant and communicate with the public (Forbes, 2018). By consequence in 2016, President Donald Trump ‘successfully’ launched his ‘Make America Great Again’ digital election campaign.

The economic state, specifically better living standards globally and increased consumption rates, has aided in the development of the mega trend.A rise in income per person contributed to the ubiquity of technology, as many view micro display technology to be more affordable than in the past (Nye,J.n.d.).This has resulted in the short-lived crazes for new technology product releases,such as the iPhone’s annual launch.

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TECHNOLOGY

Society’s role in the development of new forms and applications of technology is related to the health and wellbeing trend that consumers are currently experiencing (TrendOne. 2019). By example, tracking technology has been implemented into watches, clothing, shoes, etc. enabling users to track their activity and physical health with a specific wearable technology micro trend being the craze for light-up trainers in 2016.

However,one must also consider the technophobia macro trend and it’s possible role in slowing the exponential growth of technology.The Financial Times (2016) considers how fear generally takes different forms according to major technological trends of the period, with current concerns largely related to Artifical Intelligence (AI) and robotics (Jezard,A. 2016).An identifiable technophobia micro-trend is the attempted boycott of Facebook post CambridgeAnalytica scandal.

A number of technology macro trends can be identified to further the presence of the technology mega trend, including AI,Augmented Reality, Seamless Commerce and 3D printing. Despite the lacking presence of artificial intelligence outside of the tech industry,AI has already catalysed the creation of new products and services, and paved new paths for future development.Artificial intelligence is allowing technology to become more empathetic through following our everyday actions and ‘listening’ to our interactions (TrendOne.2019.).Augmented reality is becoming increasingly more common in retail stores, revolutionising the shopping experience and changing the traditional store environment, leading to the recent emergence of smart changing rooms (Forbes Technology Council. 2018.).Along the same theme is digitization in the retail sector has called for the need of omni-channel strategies (TrendOne, 2019). Every aspect of the business must be altered to that the consumers journey to purchase is as ‘seamless’ and easy as possible.

As the technology becomes cheaper, more advanced and more accessible, it is apparent that it will be used to make mass market consumer goods (TrendOne. 2019). A consequential micro trend is the exhibition held by the MET museum in New York exploring the future potential of 3D printing in the fashion industry.

Considering the legal environment’s role in shaping the technology mega trend, fears of cloud and data breach created a macro trend of data protection, resulting many governments introducing data protection laws into the legal sphere.

Finally, technology has been applied to aid in reducing certain environmental concerns.As modern society progressively becomes environmentally aware, consumers are making more ethical purchase choices (Hancock, A. 2017).

Technology can be employed by companies to solve environmental concerns, such as last-mile solutions, with a key micro trend example being Amazon’s use of drones to deliver parcels in congested cities to reduce traffic and pollution.

Aging Population AGEING POPULATION

An ageing population was also initially identified and explored as a lifestyle theme. The combined effects of rising life expectancies and declining birth rates which led to “the fastest growing segment of the population [to] be the over 65s” (PWC UK, N/A) dates back to the 20th century. Therefore, the ageing population mega trend was investigated from its origins to ensure the relevance of its macro and micro trends to contemporary society. From this investigation, a range of macro and micro-environmental factors in reference to the PESTLE strategy were identified.

A political macro trend that has emerged as a result of an ageing population is the possibility of increased pressure on governments concerning healthcare. The combination of an increased number of older people and increased life expectancy may coincide with “more illness, disability and dependency” (World Health Organisation, 2011, p.1).This has resulted in governments having to reinvent healthcare systems, developing “preventative care versus reactive care” systems (Blythe, 2017).

Various economic macro trends can be identified due to the ageing population mega trend including improved GDP, benefits of more disposable income and fears of the retirement savings gap. “Greater participation in the workforce by people in their late 50s, 60s and 70s” (PWC UK, N/A), benefits economies as a result of increased production and income. Furthermore, today’s ageing population is relatively wealthy due to house-price inflation and generous pensions” (Roberts and Mehlman, 2018, p.9). As a result, those over 50 are accountable for “47% of all UK consumer spending” due to their increasing disposable income rate (WARC, 2019, p.103). However, there are fears of an extended retirement savings gap which refers to “the shortfall in savings for the current workforce to have a “comfortable” retirement” (Hajkowicz et al, 2012, p.15). To secure the same comfortable standard of living as today’s pensioners PWC UK (N/A) suggest that “35-year olds need to save 40% of their salaries for at least 40 years”.

Two main social macro trends can be identified to highlight the presence of the ageing population mega trend in society; age stereotypes and adapted retirement models. The majority of the globe’s ageing population tend to feel younger than their chronological age (Cimons, 2018) as “the older we get, the more likely we are to define old as someone older than ourselves” (WARC, 2019, p.34).The idea that chronological age no longer represents a person’s mental and emotional age calls for more representation in society, as we struggle to move away from traditional views on ageing and what it means to be old (Eisenberg, 2016).There is also the need for tapered retirement models to adhere to a redefined concept of retirement

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Figure 6. Population pyramids, 1966, 2016 and 2066 (principal projection), UK. 2016

Figure 7. Ageing Population Diagram. 2016

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AGEING POPULATION

as pressures of the retirement savings gap and the possibility of enduring illness for a longer period of your life highlights new challenges that an ageing population may face. By example, research is being carried out to produce retirement models which “involved a gradual wind back of an employee’s duties and transition into alternative roles such as mentorship” (Hajkowicz et al, 2012, p.15).

Difficulties faced by today’s older people must also be considered and how, regarding this, technology is proving to be of importance. Technology has the ability to alleviate challenges faced by older people such as loneliness, mobility and communication difficulties (Government Office for Science, 2016, p.94). Therefore, the internet and other existing technologies are being adopted by older people and platforms such as Instagram and Facebook are more integrated in their personal lives. Furthermore, new medical technologies and methods are being developed to provide health and care support for the ageing population. Developments including home health monitoring tools and improvements in personalised medicines (Government Office for Science, 2016, p.85) would alleviate such pressures.

Considering the effects of an ageing population on the legal environment, the potential for an ageing workforce may result in improved policies regarding equality in the workplace.

Finally, long life expectancies mean that people will be more susceptible to environmental threats such as “long-term exposure to toxic pollutants” and “natural or human-induced shocks, such as heatwaves, flooding and storms” (Haq, 2013).

Climate Crisis CLIMATE CRISIS

One of the three initial lifestyle trends that were chosen was the idea of the climate crisis. This trend is significant as it can be traced back to the 1970’s with the Greenpeace activists. Climate change has always been a long-term trend, however changes in scientific predictions and increased accuracy of knowledge has caused consumers to adapt their ways and adopt new and further macro trends that can relate and tackle climate change (PWC, 2019). Although climate change can be traced back to almost fifty decades, it can still be considered an emerging trend today as there are significant catalysts that affect the rise in these climate change trends. These catalysts can include the advancement of legal agreements such as the UNFCC and the rise in the circular economy.

A political macro trend that has emerged is the rise in global concern for the environment it can be suggested that the rise in global concern has caused a significant increase in the implementation of laws and regulations as people have demanded change and put pressure on governments to implement policies. For example, over 500 laws have been passed in countries that are supportive of taking action against climate change. One of these laws includes the United Nations framework on climate change which is an annual convention with the objective to stabilise greenhouse gases across the globe. (UNFCC, 2019) The seriousness of the climate crisis has led to the development of economic macro trends. Changes in consumption policies and the more active burning of fossil fuels have led to the introduction of economic trends such as the carbon tax, which causes a larger increase in tax charge for consumers with high carbon dioxide usage. Consequently, consumers have been encouraged to adopt sustainable living practices such as investing in a smart meter to control energy consumption.

Societal changes have played a significant role within the development of new trends and practices which can be seen to directly relate to the climate crisis. It can be seen that society has an increased fear and anxiety over the planets crisis. This can be seen as 65% of consumers are worried about the intensity of climate change (World Economic Forum, 2019). A major macro trend that has accompanied this is the increased activism from all generates. For example, the extinction rebellion protests have taken place globally in major cities and have had well over 6000 followers. This trend of activism has allowed climate

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Figure 9. Global Number of Climate Change Laws. 2017.

change to become more mainstream, thus putting additional pressure on consumers to behave more responsibly.

The advancement of technological growth has allowed for an ease in the way society can adopt sustainable living practices as it has allowed for a greater accessibility of economically friendly adaptations to everyday products and routines.

A number of technological macro trends can be identified within modern society. Transport developments have catalysed the availability of more sustainable products. For example, electric transport such as hydrogen fuelled cars have become widely adopted within society. Additionally, lab grown meat, have led to micro trends such as veganism.

Finally, environmental factors can be considered the main aide in the increased fears amongst climate change. Factors such as rising temperatures, melting ice caps and resource scarcity have led to the widely adopted knowledge about the development of the circular economy. This is an economic model that has allowed products to stay in use longer, rather than being disposed of at the end of its product life cycle. The circular economy can be seen as one of the most widely adopted trends of the 21st century as it has encouraged micro trends within society such as vintage and rental clothing. These trends “can create new paths and access for trend conscious consumers� (Bishop, 2019) 10

CLIMATE CRISIS

Figure 8. Circular Economy Diagram. 2019.

Presentation

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Selected theme: Climate Awareness CLIMATE AWARENESS

The environmentally and socially aware nature of the group resulted in the choice to continue the assignment with the Climate Crisis theme,as this is something that encroaches on almost every aspect of contemporary society.

As the trend has developed, the number of climate-aware consumers has rapidly grown and shows no signs of slowing down.For these reasons it is interesting to make predictions on how the trend may evolve in the future.

As sustainability is such a buzzword within the fashion industry, a strong understanding is of paramount importance and could serve to hugely benefit our future careers.

The trend cartogram is a visual and textual framework used to map out and represent information that allows forecasters to understand and follow the development of new trends (Raymond 2010).The trend innovators and drivers are first identified and then an analysis takes place on the features of the trend, how it develops and the potential ways in which it may impact on the behaviour of the majority (Raymond 2010).

Innovators can often be located on the peripheries of popular culture (Watson, 2019) but the trend cartogram methodology analyses the entire scope of society including a broad variety of industries and sectors (Watson, 2019) often using a PESTEL analysis and including factual and statistical evidence to strengthen the predictions (Watson, 2019).

As trend forecasters, it is essential to use a broad range of research methodologies to analyse current situations and to predict future trends. As highlighted by Raymond (2010), there are significant characteristics that need to be adopted in order to become a successful trend forecaster.Attributes needed include, the natural ability to be open minded, hyper-observant and heterophilous, thus allowing the forecaster to adopt more than one sphere of interest within society (Watson, 2019). Secondary research methods can be identified as a systematic tool to identify trends. As a group, the research methodologies employed included detailed and specific research from specialist trend forecasting companies such as WGSN, LSN global and PWC to identify emerging trends within today’s society. It was important to research the work of these due to their renowned credibility within the trends forecasting industry. This large depth of research and further insight made it clear that the climate crisis is a major trend in today’s society, further allowing the group to be intuitive and ask the right questions regarding our chosen trend. This secondary research, encouraged the group to ask who the innovators were, what the trend was, where 13

Figure 10. Wake Up to Climate Crisis. 2019.

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CLIMATE AWARENESS

it began and why it is becoming so significant (Raymond, 2010). It can be believed, that this detailed application of secondary research, allowed us to gain an all encompasing view of the climate change topic. Additionally, primary research methods were adopted in order to acquire a greater understanding of the chosen topic and to gain an unbiased and broader opinion from climate conscious consumers. Within the University of Leeds, group members spoke to the staff at Balcony coffee shop who said that in the past twelve months they have seen a vast increase in customers bringing their own reusable coffee cups and a huge increase in demand for dairy alternatives (Balcony Staff, 2019) `In addition to this, volunteers at Green Action within the university union were interviewed and said that their, mostly student, customer base shopped there for the low prices and zero waste offerings. They also stated a larger increase in new customers in the last year compared to the previous year (Green Action, 2019). This clear increase in conscious consumers, supports our secondary research findings that climate change is a significant trend within society today.This form of primary research allowed for a greater expression of curiosity about the topic and to research views from wider parts of society. Furthermore, in order to combine the findings of both secondary and primary research types, creativity skills were utilised amongst group members to create a visual expression of the final analysis on climate change by creating a trend cartogram to analyse the key drivers and impacts of climate change. This systematic approach has allowed the group to utilise key forecaster skills in order to gather and research a clear and creative scope on the topic as a whole.

Trend Innovators Young consumers - Millennials (85%) - Gen Z (80%) - Gen X (79%)

‘Trend innovators’ are the profiled group or cohort that ‘lead’ the lifestyle trend.

TREND CARTOGRAM

More open-minded and optimistic about a sustainable future

Middle Class

Millennials are prepared to make personal sacrifices to make an impact on issues they care about

Consider environment when purchasing products/services

Committed to implementing the Sustainable Development Goals.

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‘Generation Green’ Millennials

Trend Drivers Trend drivers consider the external sociological forces that have led to its creation (Raymond, 2010).

TREND CARTOGRAM

9 in 10 millennials would switch brands to one associated with a cause

Laws and regulations (500 Climate Change Laws) Resource Scarcity

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“Blue Planet� effect - 88% of viewers have adjusted consumer behaviours since watching the program

Trend Impact Trend impacts cover how the trend is manifesting itself across a number of sectors (Raymond, 2010).

Oxford Dictionary named ‘Climate Emergency’ it’s 2019 word of the year, choosing from an all-environmental shortlist.

Grasscycling: leaving grass clippings to naturally decompose

Conserving water and energy while doing laundry

TREND CARTOGRAM

Ecotourism: Spend money on ethical and sustainable experiences such as eco-lodges.

Many major companies are cutting down on unnecessary plastic. e.g. Pizza Express and Marriott Hotels are no longer offering plastic straws

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Trend Consequences This section of the trend cartogram examines how the trend is impacting on the ‘Late Majority’, according to Rogers Diffusion of Innovations (1962). Moreover, it may examine the short- and long-term impacts according to experts findings (Raymond, 2010).

Increased Anxiety

Composting Food

Smart energy systems

Plastic is the most popular modification of UK consumers - 46% have reduced plastic usage (2019)

Zero-waste movement

Consumer attituds and behaviour: - consumers want to know the traceability of products and how recyclable it is.

Recycling containers properly after use

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Buying second-hand clothes Adoption of reusable waterbottles and metal straws

TREND CARTOGRAM

“Sharing Economy” services - Hiring instead of buying cars

Trend Futures This section of the trend cartogram considers the future implications of the trend. The section should consider the long-term implications on society, a culture, or an industry at large.

TREND CARTOGRAM

More second hand consignments in malls

More sustainable alternatives to plastic cutlery and packaging- grass, maize, banana leaf products, etc.

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Conclusion To conclude, this research package demonstrates the importance and necessity of trend forecasting for brands,companies and retailers of all industries,and how a trend cartogram may be employed as a methodology to visually represent the growth and development of a theme.At any one time, a large number of lifestyle themes may be apparent in a culture or society, and often these have some degree of overlap and impact on one another.

Through the use of a broad range of research methods, and the implementation of the skills used by professional trend forecasters, three key lifestyle themes apparent in modern society have been identified and analysed according to the PESTLE analysis framework. This demonstrates the manifestations of these zeitgeists across industries, and establishes how industries have influenced the development and progression of the trend. Climate Change was selected to be explored further, modified to ‘Climate Awareness’, and analysed according to Roger’s Diffusion of Innovators (1995) and Raymond’s Trend Cartogram (2010). Knowledge based predictions as the the future progression of were determined, consolidating our research and enabling the production of a technical research package.

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References

- Balcony staff. 2019. Conversation with Alexandra Thomas, 27 November.

- Bishop, K. 2019. Fast Fashion Rental. [online] Fast Fashion Rental | LS:N Global. [Accessed 22 Oct.2019].Available at: https://www.lsnglobal.com/micro-trends/ article/24237/fast-fashion-rental-2 - Blythe, G. 2017. Are we ready for the aging population? [Online] [Date accessed: 29/10/2019] Available from: https://hpmegatrends.com/are-we-ready-for-theaging-population-ce2b422fb173 - Cimons, M. 2018. Cliches about only being as old as you feel are starting to have scientific backing. [Online] [Date accessed: 29/10/2019] Available from: https:// www.washingtonpost.com/national/health-science/cliches-about-only-being-as-old-as-you-feel-are-starting-to-have-scientific-backing/2018/04/13/4ccd9c4a3125-11e8-8abc-22a366b72f2d_story.html - Eisenberg, R. 2016. How Increasing Longevity Will Shape Our World. [Online] [Date accessed: 21/10/2019] Available from: https://www.nextavenue.org/increasing-longevity-will-shape-world/ - Government Office for Science. 2016. Future of an Ageing Population. [Online] N/A: N/A. [Date accessed:30/10/2019] Available from: https://www.ageing.ox.ac. uk/files/Future_of_Ageing_Report.pdf - Green Action volunteer. 2019. Conversation with Alexandra Thomas, 27 November.

- Hajkowicz, S., et al. 2012. Our future world: Global megatrends that will change the way we live. [Online] Brisbane: CSIRO. [Date accessed: 21/10/2019] Available from: https://publications.csiro.au/rpr/download?pid=csiro:EP126135&dsid=DS2 - Hancock, A. 2017. Younger consumers drive shift to ethical products. Financial Times.

- Haq, G. 2013. Ageing population more at risk from environmental threats. [Online] [Date accessed: 30/10/2019] Available from: http://theconversation.com/ageing-population-more-at-risk-from-environmental-threats-19574 - Higham,W. 2009. The Next Big Thing. London: Kogan Page Ltd. - PWC UK. N/A. Demographic and social change. [Online] [Date accessed: 17/10/2019] Available from: https://www.pwc.co.uk/issues/megatrends/demographic-and-social-change.html - PwC. (2019). Megatrends Climate change and resource scarcity. [online] [Accessed 20 Oct. 2019]. Available at: https://www.pwc.co.uk/issues/megatrends/climate-change-and-resource-scarcity.html - Raymond, M. (2010), The Trend Forecasters Handbook, Lawrence King, London - Roberts, P, C., and Mehlman, K. 2018. What does population aging mean for growth and investments? [Online] N/A: N/A. [Date accessed: 29/10/2019] Available from: https://www.kkr.com/sites/default/files/KKR_Viewpoint_1-1802.pdf - Rogers, E. 1995. Everett Rogers Diffusion of Innovators - Unfccc.int. (2019). About the Secretariat | UNFCCC. [online] [Accessed 22 Nov. 2019]. Available at: https://unfccc.int/about-us/about-the-secretariat - WARC. 2019. The perennials: The future of ageing. [Online] N/A: N/A. [Date accessed: 17/10/2019] Available from: https://www.warc.com/content/article/ warc-research/the_perennials_the_future_of_ageing/126012 - Watson, C. 2019. Week 1 Introduction to Module. DESN2365 Trends and Forecasting. 3 October 2019, University of Leeds.

- Watson, C. 2019. Week 6. Phase 2: lifestyle shift forecast. (4th November 2019). University of Leeds - WGSN. 2019. The Worlds Trend Authority. [Online]. [Accessed: 12 November 2019]. Available from:https://www.wgsn.com/en/ - World Economic Forum. (2019). Consumers and Climate Change. [online] [Accessed 22 Nov. 2019]. Available at: https://www.weforum.org/projects/consumers-and-climate-change-living-within-limits - World Health Organisation. N/A. Global Health and Aging. [Online] N/A: N/A. [Date accessed: 29/10/2019] Available from: https://www.nia.nih.gov/sites/de21 fault/files/2017-06/global_health_aging.pdf

Figure References Figure 1. Technology.: PNG Tree. 2019. Computer Single Line Drawing Vector Illustration. [Online]. [Accessed: 2 December 2019]. Available from: https://pngtree.com/freepng/computer-single-line-drawing-vector-illustration_3779867.html Figure 2. Aging Population.: Shutterstock. 2019. Continuous line drawing, Happy elderly couple walking with bag, Vector illustration. [Online]. [Accessed: 2 December 2019]. Available from: https://www.shutterstock.com/image-vector/continuous-line-drawing-happy-elderly-couple-780784267 Figure 3. Climate Crisis.: Dreamstime. 2019. Earth continuous one line drawing vector illustration on white background.. [Online]. [Accessed: 2 December 2019].

Available from: https://www.dreamstime.com/earth-continuous-one-line-drawing-vector-illustration-white-background-earth-continuous-one-line-drawing-vector-illustration-image147663846 Figure 4. Rogers Diffusion of Innovators.: n.a. 2019. Rogers Diffusion of Innovators. [Online]. [Accessed: 2 December 2019]. Available from:http://sphweb. bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/BehavioralChangeTheories4.html Figure 5: Pew Research Centre. 2017. Evolution of technology adoption and usage. [Online]. [Accessed: 2 December 2019]. Available from:https://www.pewresearch.org/fact-tank/2017/01/12/evolution-of-technology/ Figure 6. Population pyramids, 1966, 2016 and 2066 (principal projection), UK.: Office for National Statistics. 2016. Population pyramids, 1966, 2016 and 2066 (principal projection), UK. [Online]. [Accessed: 2 December 2019]. Available from: https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/ageing/articles/livinglongerhowourpopulationischangingandwhyitmatters/2018-08-13 Figure 7. Ageing Population Diagram.: World Health Organisation. 2018. Populations are Getting Older. [Online]. [Accessed: 2 December 2019]. Available from:http://longevityreporter.org/blog/2016/12/16/an-aging-population-is-stalling-productivity Figure 8. Circular Economy Diagram.: Wrap. 2019. Circular Economy. [Online]. [Accessed: 2 December 2019]. Available from:http://www.wrap.org.uk/about-us/ about/wrap-and-circular-economy Figure 9. Global Number of Climate Change Laws.: The Economist. 2017. Global Number of Climate Change Laws. [Online]. [Accessed: 2 December 2019].

Available from:https://www.economist.com/international/2017/11/02/climate-change-lawsuits Figure 10. Wake up to climate crisis.: Decolonise Society at Cambridge. 2019. Wake up to climate crisis. [Online]. [Accessed: 2 December 2019]. Available from:https://decolonisesociology.com/2019/10/04/the-role-of-sociology-in-the-climate-crisis-our-teaching/

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Appendices Appendix A. Team Log Week 2:

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Team Log Week 3:

Team Log Week 4:

Team Log Week 5:

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Team Log Week 7:

Team Log Week 6:

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Team Log Week 9: Team Log Week 8:

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