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.

Gen-clusive

Our selected theme is Gender Inclusivity. This theme investigates social acceptance, gender inequality and the breakdown of gender boundaries. Through research it was discovered that the Climate Crisis theme is already an established trend. Gender inclusivity was selected due to its relevance in today’s society, as opposed to the theme of Political Uprising, which was too broad and common. Prevailing factors in the gender inclusivity movement means there are many recent relevant academic journals and wider resources.

Various academic resources were predominantly used to start the research and to gather a comprehensive overview of each trend. Furthermore, after selecting the zeitgeist of gender inclusivity, a trend cartogram was designed to further the knowledge and create a critical understanding of the trend. Moreover, a PESTLE analysis (Appendix C) was created to gain a broad overview of the cultural shift. Using these research methods allowed for the detection of patterns and lifestyle changes within society. Moreover, the group research package lead to using new methodologies such as; cultural brailing and trend framing which helped to culminate the lifestyle trend, through being Heterophilous and hyper observant (Watson, 2019a). Whilst carrying this out the characteristics of a trend forecaster were considered. According to Raymond trend forecasters use a vibrant set of skills, which includes using a systematic approach, allowing them to identify shifts in consumer culture and engage with the world around them (Raymond, 2010).

After the defined trend was selected, research into its development was conducted. Being informed of current attitudes, behaviour and shifts it was identified that the theme of inclusivity expanded over many sectors. Through analysis of the trend the scope of the findings had to be narrowed down to gender futures, hence the title ‘Gen-clusive’. Starting with the innovators the progression of the theme was followed through each stage relating to the trend cartogram. Establishing an overview of the personas and groups involved in the trend setting, such as parents raising their children as non-binary, was a starting point to understanding the progress of the trend (Newberry, 2019). Through analysing the drivers and impacts the consequences and futures became apparent. An example of these were equal maternity and paternity leave as a consequence (Fisher, 2018) and the future promise of increasing diversity at fashion weeks (Kent, 2019). Closely investigating the theme, the fast pace of this trend was evident, as can be seen in the cartogram.