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Trends Mega Trend Megatrends have a profound impact upon society and business as a whole and can be defined as wide-scale movement or change in consumer behaviour (Kim et al, 2011). Mega trends have a sustained and long-lasting impact upon industries world-wide (Posner, 2015). The megatrends identified were the Climate Crisis, Political Unrest and Social Inclusivity. These three trends all have a profound impact around the globe influencing how businesses operate and how industries are responding to consumers. Macro Trend Macro trends are seen as a sustained change in consumer lifestyles that is taking place on sizeable scale with these directly affected by mega trends (Higham, 2009). Macro trends can be defined as “shifts in consumer behaviour that will dictate our business environment in the long-term” (LSN, 2019). Macro trends are influenced by different aspects of society including culture, technology and entertainment and can alter operating business sectors (Holland and Jones, 2017). These aspects are underpinned by PESTLE analysis (Appendix C). The macrotrends identified were sustainability and the rise in activism, witnessing seismic shifts in the way consumers are behaving. Micro Trends Micro trends are classified as “specific shifts in consumer behaviour that are changing the business environment in the short-term” (LSN, 2019). Micro trends do not have as much of a profound impact upon society as a whole with the said trend adopted by a smaller number of consumers (Posner, 2015). The micro trend of unisex clothing and gender blending was identified as part of the macro trend of social inclusivity.
