Introduction

The aim of this research project was to develop a critical understanding of mega and macro trends and how they arise from cultural and social shifts. The project consisted of identifying and defining three zeitgeists and following their developments. The term ‘zeitgeist’ refers to the current mood of society and can be defined as “the spirit of the time” (Kim et al., 2011, p.49). Extensive research was carried out into the three chosen themes, which resulted in a presentation. Following feedback, a collaborative decision was made to select gender inclusivity, under the working title The Future is Gen-Clusive.

The objective of this research project is to highlight the importance of forecasting in regard to trend shifts. Academic resources were utilised to underpin how trends develop in modern society and the prevailing factors, which influence these. In order to develop an understanding of our three themes and track their developments, research tools including PESTEL analysis (Appendix c), a Trend Cartogram and “Roger’s Diffusion of Innovations” (Rogers, 1962), were employed in the development of this investigation.

Teamwork was a pivotal part of the research project, whilst often approached with disdain it is an important aspect of industry and professional life. Through research into the subject it was found that “successful employees will be the ones who can quickly adjust and work effectively with new and different people” providing an insight into the significance of the task (Parker, 2008, XI). Teamwork can be defined as “a group of people with a high degree of interdependence geared towards the achievement of a goal or completion of a task” (Parker, 2008, p.13). Before undertaking the task, a team charter was created outlining the values, roles and responsibilities of the group (Appendix A). As the research project was carried out changes were made to the group following the presentation, this altered the workload and team dynamic, in response to this the Team charter was amended to reflect the new team member (Appendix B). Throughout the process weekly team logs were kept, outlining the tasks individually carried out and also undertaken as a group. This weekly log aided in the formation of future plans, setting a clear outline of objectives that needed to be met.