Trend journal

IDENTIFYING THE

z e i t g e i s t

P H A S E

O N E

T R E N D F O R E C A S T W E E K 1 - 5 G R O U P W O R K “Working in groups, identify the current ‘zeitgeist’. Decide on 3 themes and track these back. Where did they originate?

Examine and include all factors that may have contributed.

Record these investigations in your reflective journal. Take photographs of work in progress, add data, and reflect week by week. Use the various tools and techniques described in the lecture and seminar sessions. You will present your findings as a group in week 5”.

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W E E K

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“ St ar t yo ur tr end r e se ar ch j o ur nal. C o llect inf or m ation f or m the mo o d o f th e cu rr e nt time. So ur ces n ew spaper s, ma g azines, jou r n al s, bo o k s, ar ts and cul tu r e : EV E RY T HING.�

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T H E

I M P O R T A N C E

O F

F A S H I O N

As a society, we can’t avoid trends. They are a part of our everyday lives, and carry a key role in shaping us as individuals.

Fashion forecasting has been compared to “chasing the future with a butterfly net” (Brannon, 2010, p.4). This comparison reflects how challenging the process of analysing and evaluating future trends truly is, emphasising how all consumers differ, which outlines how non-linear the process is.

Fashion forecasting allows for consumers to make the correct decisions at the right time, by anticipating what is going to happen in the industry (Watson, 2017). WGSN, a leading fashion forecasting agency, states how “by identifying trends before they reach critical mass, companies can tap into unlimited potential growth” (Buzasi, n.d.), showing how fundamental the process is.

The fashion forecasting sector plays a vital role in society. Consumers often can’t express their needs, and don’t always know what they want.

In order to successfully practice fashion forecasting, one must completely immerse themselves in internal and external influences of the industry.

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Figure 1

F O R E C A S T I N G Identifying what is happening around the world, while gathering and considering data from diverse sources, to gain an understanding of the direction of future consumer lifestyles and behaviours.

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Figure 2

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D I S C O V E R I N G T H E ‘ Z E I T G E I S T Fashion responds to what is currently relevant in today’s society. ‘Zeitgeist’ is a German world, that literally translates to ‘the spirit of the times’ – a term used to describe the general cultural climate of a particular time period (Brannon, 2010).

Catwalks are no longer the sole drivers of conventional trends, fashion is being manipulated from all directions: politics, culture, environment, social media and many others. Trends are stemming from what’s going on around us and are concentrating on tapping into a Zeitgeist (Harpers Bazaar, 2017).

As a group, we are set with the task of identifying the current ‘Zeitgeist’, decide on three themes and subsequently expand on each one individually.

Research where they originate from and examine both internal and external factors that may have contributed to the development.

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W E E K

2

“ Respond to the f eedba ck g ained

in this session in yo ur jo ur nal.

Do fur ther gr oup r esear ch o n the or igin of your tr end and s t ar t to f or m ulate your ideas. Br ing yo ur jour nal to the nex t sessio n. C o mmunicate with your gr o up. �

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P T A Y

E S E L N A LS I S

Trend forecasters identify trends by gathering information and detecting which blogs, social networking sights, books and other sources are becoming influential. They use this process to spot commonalities and overlapping patterns of consumer behaviour (Gaimster, 2015).

In week 2 we developed a critical understanding of the forecasting process by gathering data and information from broad and diverse sources, we all agreed on how fundamental this step is towards kick-starting our investigation.

Iconic trend forecaster, Lidewij Edelkoort, says “trend forecasting is much like archaeology but to the future� (Taylor, 2013), underlining the importance of collecting and recording information.

To do this effectively we examined the external marketing environment through the PESTEL analysis, which provided the all-important groundwork to our research. The use of this marketing technique allowed us to broaden our knowledge of what is happening in our current society and analyse the outer layer which affects developing trends.

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P - POLITICS

Key points - Consumer shift - Decrease in consumer spending - Prolonged period of uncertainty - A lack in investments causes a drop in house prices - Loss in tourism caused by the potential of needing visas, also causing a loss of employment.

- Economic uncertainty, unsteady environment.

- Less fuel for growth from loss of non-finctional industries such as fashion.

- People feel less liberated in their current lifestyle due to blindness of the future.

- The BFC suggest that Brexit could

Figure 3

E - ECONOMIC Key points - Cost of living becoming overwheling - The level of competition in the industry has also affected individual brands and their sales & profits.

- Growth in Chinese economy - Westernised culture - Fashion week’s Anti-Trump runway - people are more inclined to speak out about their beliefs.

- Decrease in consumer spending

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S - SOCIAL

Key points -Need for social inclusivity deriving from social insecurity (terrorist attacks) - Feminist voice, being heard within society - Female empowerement - Anti-fashion trends within millenials - Social responsability to keep up with consumer demand - Activism through music - Celebrity culture emulation

Figure 4

T - TECHNOLOGY Key points - Growing sector in the industry -Digital shopping - Constant projection of body positivity on social media - Rise of conspicous consumption - Consumer lifestyle shift - people are spending increasing amount of time on screens - Technology shaping the future of fashion - Social media is impacting the Zeitgeist

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E - ENVIRONMENT Key points - Companies are investing in the environment and sustainability - shoppers are becoming increasingly aware of where their products are coming from, they don’t want their products to have travelled - Rise of veganism - Global warming - geological disasters: earthquakes, hurricanes, etc.

Figure 5

L - LEGAL

Key points - Rapid consumption is putting pressure on transport - Train fare increases - more traffic - Conspicuous consumption consumers demand products that are not needed but wanted

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Figure 6

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M E G A M A C R O M I C R O F A D 13

A N I N T R O T O M E G A , A N D M I C R O T R E N D S

M A C R O

Mega trends are the long-lasting movements that shift and develop society in all areas for years to come.

They are the connection between the present and the future, providing forecasters the opportunity to predict and gain knowledge about forthcoming movements (Copenhagen Institute for Futures Studies, 2006). We are aware that trend forecasting is not a linear kind of methodology, and megatrends are the foundations used to understand and predict societal development.

A Macro trend is a large-scale shift in consumer behaviour that has the potential to affect any industry, they are all-encompassing shifts that can rarely be confined to a single market (Higham, 2009).

Macro trends characteristically maintain a lifespan of five to ten years, a trait of a generation. Every seven years’ substantial changes occur in a generation’s life ambitions, justifying the typical ten-year limit (Trías de Bes and Kotler, 2011).

Micro trends have a short-term influence on society, and typically target a smaller scale of the population, developing into a more defined and specific trend (Kilmchuk and Krasovec, 2013). The difference between a macro trend and a micro trend is the size, micro trends have a larger impact than FADs, however they are considerably smaller than macro trends. Nevertheless, they are likely to have stemmed from a macro trend and are especially useful to targeted short term marketing methods (Higham, 2009).

Figure 10

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W E E K

3

“ Respond to the f eedback g ained in this session in your jour nal.

Do fur ther r esear ch on your cho sen tr ends. Devise and pr actise your pr esent ation. Br ing your jour nal to the next session. �

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G R O U P O U R

P L A N

In order to work successfully in our given group, we understood the importance of recognising each individual’s strengths and potential weaknesses, giving us the chance to take advantage of our assets and perform to the best of our ability.

Our first group meeting consisted of this primarily, however, we also touched upon the methodology of planning the task ahead and gave ourselves goals to achieve.

O U R

W O R K G O A L S

- Explore a diverse and broad range of sources to educate ourselves on the happenings of today.

- Come together weekly to discuss ideas and potential themes.

- Work together as a team and input equally.

F E E D B A C K During our seminar in week three, we were given the opportunity to mind map our developing thoughts and ideas, which allowed us to visualise our research and discuss which themes were emerging.

The top right image on the right illustrates this process, which made us aware of how we are far too focused on fashion as a whole. Making us aware of the importance of stripping our research back and concentrating on what is current in society as a whole, not simply in the industry.

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T O O F A S H I O N O R I E N T E D

P O S T - R E S E A R C H B R A I N S T O R M

S H A R I N G K N O W L E D G E F I R S T G R O U P M E E T I N G

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C H O U R 19

O S E N T H E M E S 2 0

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G L O B A L D I S R U P T I O N Figure 17

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Figure 16 Figure 18

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I N C L U S I V I T Y

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# feminism 5,580,865 2 3

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m 5 posts

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C O N S C I O U S N E S S Figure 27 Figure 26

Figur

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W E E K

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“ Pe r f ec t yo ur pr e se n t atio n f o r

we ek 5. Wo r k o n yo u r pr e se n t at i o n f o r week 5. Br in g your j o u r na l o r any oth e r t hi ng s yo u nee d to n ext we ek ’s as s es s m en t. ”

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The rise of feminism is affecting a large number of industries, and will continue into the foreseeable future. It’s a very current topic in today’s society and I intend on expanding our research.

There is an increase in political interest and global affairs, more people want to be involved and actively want their voices to be heard.

W H Y G L O B A L D I S R U P T I O N The hot topic of Britain deciding to leave the European union will affect my generation substantially. 71% of under-25s voted Remain, and 64% of over-65s voted Leave (You Gov UK, 2016), causing major disruption between generations.

Brexit is a topic most people have an opinion about, there is interesting research to be done on whether there will be an impact on importation and exportation, the economy and many more.

Broad scope of topic – society is becoming more expressive, showing increased educated awareness.

The news is more widely available, 67% of respondents across 26 countries view the news through Facebook. This suits the ever moving lifestyle of the 21st century: it saves taking the time to watch TV (Wakefield, 2016).

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Futuretainment

Technology based world

Flat age society

Age of constant consumer backlash

Terrorism Political awareness through fashion

Rise of feminism

long-lasting, years in developing trend

I N I T I A L T H O U G H T S

Diverse models in advertisements

Femme power

Logo led age

Educated awareness

Contreversy in the media

BREXIT

Disrupted World What is happening right now matters

Identified decades ago

Donald Trump

3 0

There is an increased need for a sense of belonging and purpose in a time of disparity, globalisation and uncertainty.

W H Y

The theme of inclusivity has close connections to the rise of social media, and how it affects the constant need for materialistic belongings, we see influencers promoting.

The ‘inclusivity’ Zeitgeist is an interesting theme to explore as it affects a wide range of people and happens practically subconsciously.

I N C L U S I V I T Y Brands are taking advantage and utilising marketing tools directed at social media to make the most of the summer’s reality TV show hit ‘Love Island’, they see this as an opportunity to gain relevance and integrate their message into the cultural zeitgeist (Degun, 2017). This demonstrates the constant need our society has for inclusivity.

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Increased awareness of social minorities

Global uncertainty

Within human nature to be part of a group

A ‘need’ for belonging to an identifiable group

‘Don’t bottle it up campaign’

Millenials seeking for fame

I N I T I A L T H O U G H T S

Display of beliefs

‘Love Island’ hype Fast-paced world Trends spread digitally Celebrity culture emulation

Digital activism

Musical activism Feminist hashtags

Attracting consumer attention

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The third theme is consciousness, this is a long-lasting movement where the consumer is more aware than ever and seeks for a clean conscience, not just with their diet but with every aspect of their life.

Being ethically and environmentally aware is a growing zeitgeist which needs to be addressed.

W H Y

Broad topic most people appear to have an interest in, no matter whether they are for or against this movement.

C O N S C I O U S N E S S

Consumers are shifting towards products that are ethically sourced, therefore, for companies to keep up with consumer demand and competition, they are inventing in the environment and sustainability.

The meat and dairy industry is being exposed, causing a rise of consciousness and debate on the topic of veganism, sustainability and global warming.

3 3

Documentaries such as ‘What The Health’ are educating and informing

Brand strategy changing

Rise of the ethical consumer

Social influencers - fitness bloggers

Rise of farmers markets

I N I T I A L T H O U G H T S

Desire for ‘cleanest lifestyle

Global warming disasters Diet trends

Consumers seek for transparency & traceability

Being ethical is becoming ‘trendy’

Rise of Veganism

Change of beauty standards

Consumers are increasingly aware of where their products are coming from

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W E E K

5

“ Sel ec t o ne o f t he n ew t r e n d

di r ec t i o ns fr o m yo u r pr e s e n t ati o n. St a r t g at her i n g f u r t h e r i nf o r m at i on to deve l o p t h i s f u rther. B r i ng yo ur j o u r n al to t h e n ex t s es s i on. �

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P R E S E N T A T I O N S L I D E S

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4 2

R E S P O N S E F E E D B A C K

T O

Group work can often be an off-putting task, most people find it strenuous and subsequently become overwhelmed by the experience, for reasons such as having to rely on peers to achieve a goal.

Time management can often develop problematically if communication is weak, as being able to successfully communicate within a group is it commonly recognised as being a central asset.

Despite this, developing skills towards working effectively in a group is a vital ability to posses in an adult working environment.

We acknowledge that team work “is a superior technique for conceptual learning, for creative problem solving, and for developing academic language proficiency” (Cohen and Lotan, 2014, p.2).

Emphasising each individual strength and not weakness is what allowed for the smooth running of our presentation, this resulted in an all-round positive and stimulating experience.

P O S I T I V E C O M M E N T S

We received encouraging comments about our use of imagery to clearly show the distinction between mega, macro, and micro trends – complimenting our visual layout. We also dabbled into how it’s not rare for the trends to evolve upwards, showing some examples of how FADs might trickle up into becoming a micro trend.

C O N S T R U C T I V E C R I T I C I S M

Different groups gave us contradicting feedback: some argued how we presented with too much detail, and others said we weren’t specific enough. The overlapping negative feedback we received was our lack of a conclusion and poor time management, recommending we shortened our introduction to allow for more time to expand on our three main themes.

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P H A S E

T W O

T R E N D F O R E C A S T W E E K 5 - 12 I N D E P E N D E N T W O R K “Working independently, and using one of your group themes as a starting point, develop this further to form a new lifestyle trend. Record your research and reflections of the process in your reflective journal. Remember this is an organic process and you need to approach your findings with intuition, ‘suspend disbelief ’, whilst checking your assumptions with market research data and using theoretical frameworks.

Using this information, build your trend cartogram and professional trend report”.

Goals for this week: - Detect a theme to further explore - Identify key innovators and drivers - Further explore my chosen theme in different mediums - Create a working title - reflect on my work and mental block

4 4

W E E K

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St ar t of develop your r e sear ch f or your tr end ‘carto gr am’ – r emember that th is is an or g anic pr ocess, be pr epar ed to move and adapt”.

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T H E O R I E S L E A R N T I N T H E L E C T U R E

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R O G E R S

D I F F U S I O N

O F

I N N O V A T I O N S

13 . 5 % E A R LY A D O P T E R S

16 % L A G G A R D S

2.5% INNOVATORS

W H A T D O E S M E A N ?

E A C H

S T A G E

34% EARLY MAJORIT Y

Innovators Innovators are the small group of people who are being observed at the commencement of an innovation, those who adopt the innovation before anyone else realises it’s happening. They have a keen interest in new ideas and are willing to take a risk and embark on an unusual course of action, “venturesomeness is almost an obsession with innovators� (Rogers, 2010, p.263).

Early adopters The early adopters group are a small collection of people who take advantage of new opportunities and enjoy change. They adopt trends at the early stages before they become mainstream, although their innovation-decision process is lengthier than of an innovator (Rogers, 2010).

Early Majority The early majority are still ahead of the rest as the trend will not have reached its peak yet, despite this, they are considered to be a more sceptical group who take more convincing and require moti-

34% L ATE MAJORIT Y

vation from peers to influence change.

This group is considerably larger than the aforementioned groups, they make up 34% of the system, and are not interested enough in the industry to be the first to take the trend on first. High fashion brands will stop using the trend at this stage of the process.

Late Majority Just like the previously mentioned group, the late majority make up a third of the system. They are very dubious about change and may only adopt for economic reasons or due to network pressure from peers. Alterations are approached cautiously and they often have uncertainty about new ideas (Rogers, 2010).

Laggards The laggard group are considered the direct opposite to the innovators, they are risk and change adversaries. They tend to be suspicious and resistant towards innovations and are very comfortable in the trends they have already adopted. They are likely to never show signs of curiosity towards innovations and are the last in a social system to adopts an innovation (Rogers, 2010).

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S - C U R V E O F I N N O V A T I O N S

I N N O V A T I O N D I S R U P T I O N

&

LAGGARDS CUMUL ATIVE NUMBER OF ADOPTERS

L ATE MAJORIT Y EARLY MAJORIT Y

PERIOD OF DISRUPTION

EARLY ADOPTERS INNOVATORS TIME

Brannon described the S-curve as a cumulative form of the bell curve - which “clearly mirrors the growth phase of the product cycle” (2010, p.54). Using this visualisation companies can envision the cycle a trend undergoes, allowing for a more specific customer segmentation to occur.

S-curves are often linked to the idea of filling niche markets, visualising the process through every adoptive stage, from the innovators to the laggards.

PAST

FUTURE

Each segment of the diagram above displays individual S-curves, connecting them by visualising the period of disruption that occurs at the end of the cycle.

When a trend reaches the end of its life a period of instability occurs, this moment is an important element in marketing and usually happens organically.

What is happening in the current status quo is what is going to affect the current mass market, when a trend fails progression in the market sector it’s a signal of the end of the innovation’s like cycle (Brannon, 2010). In the fashion sector there is, more often than not, a planned obsolescence. It is in the industries interest to give trends a lifespan, it engages the consumer and encourages more purchases.

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H O W T H E T H E O R I E S R E L A T E T O M Y Z E I T G E I S T By understanding each of the theories above, I now have a deeper knowledge of the breakdown of the adopters and of how innovation and disruption occurs. This understanding is of paramount importance for me to be able to successfully analyse my chosen zeitgeist, and will aid me when I reach the future stage of my cartogram research.

To be able to forecast future micro trends and FADS productively, having a general understanding of which demographic my chosen zeitgeist Is targeting will be beneficial.

5 0

W H O A R E T H E Y T A R G E T I N G ?

C U S T O M E R

Fi

P R O F I L E

Name: Stina Stewart

PRO-ACTIVE

Age: 22 Education: Art student at the University of Glasgow

Figure 33

Figure 31

Occupation: Part-time waitress at local café Income: £2,000 P/A Generation: Y Nationality: British Relationship status: Long-term relationship Socio-economic background: A – Upper Class

MINDFUL

Hobbies and interests: athleisure, yoga, travel, health, outdoors, veganism, feminist, festivals Habits: occasional marijuana user

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Figure 34

igure 32

Figure 37

ALWAY S WILLING AND READY Figure 38

Figure 35 Figure 36

5 2

W E E K

7

“ Re s po n d

to the f eedba ck g ain ed i n t his as s es s m en t in yo ur j o u r n al. Wo r k o n yo ur c a r to gr am . �

5 3

R E S P O N S E

T O

F E E D B A C K This week I feel my understanding of the task ahead has been fortified, I now have a clear vision of my concept and am ready to develop this further and allow for my trend cartogram to flourish and grow organically.

Like many others, I’ve struggled with allowing myself to be fully creative due to the fear of non-perfectionism holding me back, I was fighting the concept of printing off my work week by week, as I gave myself the excuse ‘it was not good good enough to show my peers or tutors’. This mentality has been hindering my progress significantly.

Going through the education system it has been drilled into our heads that only perfect work is worth showing, and throughout this assignment, our module leader has been actively fighting against this.

Although at first I allowed this creativity block to get in the way, I set up a meeting with a third year fashion marketing student, Polly Arnold, who expanded on her experiences and gave me an insight into why printing off week by week is a crucial part of the journey process.

5 4

W H A T

S H O U L D

A

C A R T O G R A M

I N C L U D E T H E I M P O R T A N C E O F T R E N D C A R T O G R A M

A

A trend cartogram is the first real step towards our own individual investigation on our chosen theme.

Doing this form of research will help us detect and new direction and identify where the trend will go in the future and consequently, how it will affect society.

Marketers rarely know where they are going with a trend, however, in order to be successful they ought to stay ahead of the consumer and be constantly aware of what is affecting the current mass market.

Figure 39

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T H E I N N O V A T O R S ‘ W H O ’

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Trend innovators are those who are highly curious in the industry, those who seek for originality and don’t tend to follow the crowd.

They are stand-out individuals who build on, adapt, extend and redeploy things that already exist (Mason et al., 2015).

T R E N D D R I V E R S T H E ‘ W H A T ’

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Trend drivers are the key factors to the diffusion of a trend, they support facts, statistics and quotes and articulate external sources (Raymond, 2010). When looking at the bigger picture, we can underline the importance of recurring themes and design when observing the development of each individual zeitgeist.

T R E N D I M PA C T T H E ‘ W H Y ’

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Trend impacts are the manifestation of an already existing trend across different sectors and industries. This factor of a new lifestyle shift shows evidence of the grass being fertile, allowing for a mainstream tend to flourish (Watson, 2017b).

T R E N D C O N S E Q U E N C E S - T H E ‘ W H E N ’

Trend consequences are looking for how the early stages of a trend are establishing in different markets, overseeing what they are doing already and how they are affecting the different sectors, like the early majority and possibly even the late majority. Forming an insight into what consequences trends have allows for data to be gathered on the impact on society, which is exhibited through people’s behaviours. This allows for marketers to have a broader understanding on what is happening to a range of different people.

T R E N D

F U T U R E S

Trend futures look at the long term prospect and potential of individual themes. With an in-depth insight into the consumers of tomorrow we can forecast which trends will dominate the future. In order to do this one must have fresh and original perspective and be able to do outside-the-box thinking (WGSN, 2017).

5 6

Being mindful is becoming increasingly trendy and popularised by influencers

Downfall of the weightloss industry

Responces to the increase of global disasters

Trends that are emerging due to the rise of consciousness

Rise of home cooking, (food prepping craze), food thrifting and recycling

W H A T I S M Y C O N C E P T ?

A D V A N C E M E N T S O F M I N D F U L N E S S Millenials adopting trends that will be considered normality in the future Population revolving their holidays around health and fitness

Health foods

Beauty foods

Superfoods for optimised health

Influenced by celebrities and social media

Food futures; contrasted with the ever-increasing threat of obesity and diabates Influenced by the educated and aware CULT OF FITNESS Sport and fashion industry are collading

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T R E N D I N N O V A T O R S

Millennials

Celebrities

Social media influencers Vegan activists

T R E N D D R I V E R S

T R E N D I M PA C T S

T R E N D C O N S E Q U E N C E S

Rise of home cooking

Sport and fashion industries colliding

Downfall of bargain buying

Food thrifting

Health focused holiday (retreats)

Consideration towards the health of our planet

Beauty foods

Rise of obesity and diabetes

Emerging range of ingestible health products

T R E N D F U T U R E S

Technology and health sector merge

Superfoods for optimised health Crash diet market seeing a downfall

Availability of health foods Health and fitness in the media

5 8

C E L E B R I T I E S

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I N N O V A T O R S Figure 41

5 9

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I N F L U E N C E R S

Figure 44

M O D E L S

Figure 43

6 0

T R E N D D R I V E R S

“The UK currently ranks as the country with the highest level of obesity in Europe, with more than 1 in 4 (28.1%) adults obese and nearly two out of three (63.4%) overweight�

(Diabetes.co.uk, 2017).

O B E S I T Y Figure 46 Figure 45

F O O D

T H R I F T I N G 61

P L A N E T H E A L T H

In recent years its thought that “half the worlds coral reefs have been affected by bleaching.

In-cluding, since 2016, around two thirds of the shallow water corals on Australia’s great coral reef ” (Blue Planet 2, 2017).

Figure 47

Figure 48

6 2

T R E N D I M PA C T S B E A U T Y Figure 50

F O O D S

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6 3

R I S E

Figure 52

Figure 51

6 4

O F

F A U X

F U R

S P O R T L U X E Figure 53

T R E N D C O N S E Q U E N C E S 6 5

H E A L T H

Figure 55

R E T R E A T S

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Figure 54

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F O O D

F U T U R E S

New food chain data

T R E N D F U T U R E S

New partnerships and collaborations with other compaies high carb, low fat?

Figure 57 “The future food system will need to play an active role in helping consumers make healthier and more sustainable food choices� (WRAP, 2017).

Vegan? low carb, high protein?

Paleo?

W H A T I S T H E H E A L T H I E S T D I E T ?

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ASOS have a ‘corporate responsibility’ section on their website, showing their consumers they are a fashion brand with integrity. When browsing one can see that they are attempting to be as ethical as they can, going against the negative stereotype fashion brands often have.

A S O S

M A D E

I N

Improving brand image, keeping up with the damnd of ethical clothing

Figure 59

A S O S G L O B A L

S U P E R

K E N YA

E C O

E D I T

G R I D

Offshore plan the UK is investing in: huge wind turbine plan in order to clean up the country. “Cost of electricity from wind power has fallen to $50 per megawatt hour on average worldwide - half the cost of coal” (Baraniuk, 2017).

Figure 58

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F U R T H E R T H E

R I S E

O F

T H E

In recent years, our society has been accustomed to an all consuming digital world, where product unavailability is a thing of the past. Due to this we have been ignoring the effects of our out of control consumption, thoughtlessly passing on a damaged planet from generation to generation.

This realisation has sparked the rise of the conscious consumer, shoppers who prioritise ethics and seek out for a brand who aligns with their values.

An article about this topic by Growth Business states that 90% of global consumers are more inclined to switch to a brand that is ethically aware (2016). This figure showcases the growth rate of this zeitgeist, which is showing no signs of slowing down.

R E S E A R C H C O N S C I O U S

C O N S U M E R

The growth of the conscious consumer has been brewing for a few years now, and has been accelerated by the ever-growing platform social media is creating. With apps such as Facebook, Instagram and twitter, consumers can share their values and spread their message to a larger audience, influencing actions and opinions.

Activist groups can also easily emerge, allowing for an a flowing stream of constant opinions and information to be displayed (CMO, 2017).

to them. Marketing techniques are seeing a shift to provide the social responsibility of keeping up with consumer demand and competition.

Global mega trends such as climate change, shifting demographics and how fragile the world is becoming are driving sustainability.

Society is becoming increasingly aware of the damage global disruption is causing, in 2015 at the COP 21 it was stated that “the Companies are investing in the environment and world need to reduce carbon emissions by ca sustainability to maintain their status ahead of the 50% by 2050 and eliminate, or significantly consumer, they understand that shoppers are bereduce our reliance on fossil fuels by the end coming increasingly aware of where their products of the century� (Cosmetics Design-Europe, are coming from and the miles that are associated 2017).

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Figure 61

The Guardian, a predominantly left-wing UK newspaper, have a large section on their website enphasising environmental issues, climate change and pollution.

T H E

Figure 62

They are displaying a range of articles making the reader aware of current environmental affairs.

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T H E N E W Y O R K T I M E S

The New York Times takes a more liberal approach. They are displaying a multitude of articles demonstrating the problems climate change is causing today. They are also stressing the fact that natural disasters will keep on increasing unless radical changes are made.

Figure 63

Figure 64

Acknowledging the negative impacts of Trump ignoring climate problems

Figure 65

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Figure 66

The Independent, a newspaper which according to an article in You Gov UK takes a predominatly centre/slightly left-of-centre stance in the political spectrum (Smith, 2017), shows little to no information on global warming. I found it challenging to find the articles displayed above.

I N D E P E N D E N T

Figure 67

T H E

They don’t seem to prioritise environmental issues.

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The TV series ‘Blue planet’, narrated by the beloved David Attenborough, was first aired 16 years ago and has been a massive hit ever since. Due to the enormous success, ‘Blue planet 2’ has recently aired on BBC One, advocating for the ocean.

This TV program aims to illustrate the beauty the ocean encapsulates, reminding the consumer that being mindful is an essential part of maintaining the picturesque ocean reefs and wildlife.

David Attenborough is utilising this as a platform to “call for the world to cut back on its use of plastic in order to protect the oceans” (Ruddick, 2017), and is actively encouraging people to educate themselves

on ocean conservation, while support research where they can.

In the second episode of the series, they explore the deep ocean, revealing the destruction over-fishing and pollution is causing to the previously untouched ocean floors. This imagery gives the viewer a greater sense of the devastating impacts we are having on the planet.

While filming, their team picked up every piece of litter they encountered while searching the ocean floor (Loughrey, 2017); This mere fact is reflecting how urgent ocean conservation is and how damaging plastic is to the heath of our planet.

Demonstrating this on a mainstream TV show, that is viewed across thousands, is an effective way of spreading the message and educating the viewer on the importance of sustainability.

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Figure 72 Figure 69

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W H A T

T H E

Veganism is a giant movement of 2017, progressively converting more people to take on a more plant-based lifestyle. This is occurring due to there being a rise of TV shows and documentaries such as ‘What the health’, that are moulding our society into becoming more educated and aware. They are doing this by revealing shocking imagery and information on the topic aforementioned. The younger demographic especially (see appendix A) is becoming increasingly aware of the effects our diet is having on our body and the environment as a whole.

This documentary highlights how humans are in fact frugivores, they come to this conclusion by comparing the anatomy of a omnivore to frugivores and herbivores. The most obvious difference stated is the mere fact that humans have

H E A L T H flat teeth, which is characteristic of a frugivore (Roberts, 1990).

They are using this data to argue that we shouldn’t be consuming meat, and have a variety of experts reiterating this, such as Dr. Milton Mills, Dr. Garth Davis, Dr. Michael A. Klaper, and many others whom are highly regarded professionals (What the Health, 2017).

Overall, one can say it’s an extremely one-sided documentary, however, they are using vegan propaganda to raise awareness and encourage people to do their own research and educate themselves on the dangers associated with consuming carcinogenic meats such as bacon and sausages (Aubrey, 2015). The theme of consciousness is apparent throughout.

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W E E K

8

“Respond to the f eedback g ained in this assessment in your jour nal�.

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F E E D B A C K

F R O M In week 8, during our timetabled seminar, we shared our own research and gave one and other constructive criticism and positive feedback. This was done with the aim of helping our peers move forward in the process, as we are all individuals, with distinct thoughts and preferences.

Receiving a wide range of ideas will help us all learn from our mistakes and better our work and understanding on growing lifestyle trends.

I found this exercise to be useful, gaining an outside perspective from a group of people with a similar interest was especially insightful.

P E E R S This information will give me the opportunity to progress further and ameliorate my work in the following weeks.

Main points I wants to improve on: - Develop a more critical approach and analysis of the research already performed.

- When showing future research, show the original articles and annotate them directly.

- Utilise more imagery.

- Carry on using a range of sources, highlighting the key points throughout.

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T R E N D

T H E

D R I V E R S : M I L L E N I A L S

E R A

O F

Millennials are renowned for being the most tech savvy, social media obsessed generation. An article written by David Cohen on Adweek exemplifies this, stating that the average person spends five years and four months on social media over their lifetime (2017).

Generation Z are the demographic that follows the millennials, hence why they are often referred to as the ‘post-millennials’. As a generation, they have always been aware of the impact social media is having, however, they have never had to experience a life without the comfort of the internet.

S O C I A L

As a response to this, a trend has emerged where they have gone against the crowd and deleted their social media and consequently gone offline.

Social media is an ever growing platform commonly utilised positively by our society, nonetheless, this podium also has the potential to take over one’s productivity levels, as many develop unhealthy habits and dependencies (Helpern, 2015). It is often recognised that social media is the greatest distraction and cause of procrastination (see Appendix A).

Renowned celebrities like Kendall

M E D I A Jenner, Just Bieber and Kanye West have trailed this movement by either giving up social media completely, or have taken some time off to detoxify.

Big celebs have an on-going love-hate relationship with apps like Instagram and Twitter. Many embrace it and utilise it as a money making platform, like the self-proclaimed queen on Snapchat, Kylie Jenner. On the other hand, others choose to detach themselves from it completely, signer Justin Bieber stated that Instagram is “for the devil” (Stark, 2017) at a concert in 2016, this reiterates the negative impacts social media can have.

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People portray their best aspects through social media, resulting in the comparison of one and other. This often sparks a loss in confidence and depression.

Identities are constructed through social media - there is a desire of having the rest of the world view you positively.

Social media often causes a feeling of inadequateness.

There is now a need to manage time spent on social media. There has been a release of apps to help control mindless scrolling, informing the user how long they have spent online for the day, and helping prevent futher engagement.

H O W D O E S T H I S L I N K W I T H M Y T R E N D

The conscious consumer has a tendency to want to spend less time obsessing with social media.

The trend of going ‘offline’ is deriving from the health and fitness cult.

Wellness and fitness are big contributors of the rise of the conscious consumer.

Media coverage displayed on social media is a key player in the rise of consciousness - the consumer needs to see the negative effects our choices are causing.

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R E S E A R C H

P G U N N A R

L O V E L A C E

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A noteworthy medium to explore on the topic of consciousness and sustainability are podcasts. The interview I’m deciding to explore specifically is one between social media influencer and entrepreneur Amanda Bucci, and the CEO of Thrive market, Gunnar Lovelace.

Thrive Market is an e-commerce retailer, who’s goal is to be able to sell healthy and organic alternatives at the conventional equivalent or at a reduced cost, the way they make their business profitable is by charging a $60 yearly membership.

During this episode they expand on macro issues like how in today’s society foods that are filled with chemicals and processing are more affordable than healthy organically grown wholefoods. Their business is actively taking a role in solving this primary issue and are expanding access to healthy foods.

Consumers are increasingly interested in consuming from places that are part of a bigger mission, they want to be a part of the movement towards something bigger and better. This is directly correlated to political dysfunction that people are made aware of, one place people feel control in is voting with their money, societies everyday decisions have a domino effect across the world.

Gunnar Lovelace is selling his concept by stating that e-commerce has a lower carbon impact than going to traditional stores, persuading consumers to go against the bombardment of advertisement conditioning they have been driven into. Habit hacking is the key to combatting the health crisis we are experiencing (Bucci, 2017).

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“Movements around regenerative agriculture, conventional agriculture today is the second largest contributor to greenhouse gases, with factory farming being the number one driver of that – the very thing that has made us so successful now ploys to take us down� (Bucci, 2017).

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Leyla Acaroglu, a self proclaimed sustainability provocateur, speaks at a TED talk to raise awareness on the concept of sustainability by design.

She begins by outlining how everything, even eco-materials and products labelled ‘biodegradable’ once came from nature, and unless they are properly disposed of they will inevitably wind up in a landfill. What needs to be underlined that the environmental impact of a product is dictated by how we use our materials.

She is actively shining a light on a possible future driver of sustainability, talking about design as a possible solution to the environmental predicaments we are experiencing.

The main problem we are being faced with, is how product de-

E N V I R O N M E N T A L

F O L K L O R E

sign and innovation is not centered around the problem of over-consumption; this is due to the fact we don’t se the ramification of the choices we made as consumers, we aren’t directly affected by problems such as, the thousands of plastic bags we use every year or by the 1.3 billion tonnes of food wasted per annum.

During this thought-provoking talk, there are examples being made with everyday products, which epitomizes how inefficient they realistically are. As a society we need to learn how to do more with less, find innovative ways of designing everyday items to prevent wastage; consumption is the biggest problem we are being faced with (TED, 2014).

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“Design the product to solve the problem, understanding the system, and then looking for variable market driven consumer demand alternatives. This is how we can start radically altering the sustainability agenda� (TED, 2014).

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P A U L The TED talk by Captain Paul Watson, on the health of our oceans, explores the earth’s support system, and the importance of building an international movement of people, who want to make a difference. Helping getting across the message of what we are putting on our plate is what is destroying our planet, and the future of generations to come.

Not everybody is made aware of how sensitive our eco-systems truly are, and the industrialisation of fishing operations and poaching are depleting our waters entirely. This process is

T

A

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W A T S O N destroying the cycle put in place by mother nature, participating towards the ongoing diminishment of species. Unfortunately, fishing companies are investing in the extinction of species in order to maximise profit by setting their own prices.

When looking at the overall picture, we won’t have the resources to sustain feeding 7.5 billion people the way we are; Captain Paul Watson is speaking out on how we need to protect humanity and learn to adapt and respect the laws of ecology.

environmental issues” (Georgetown Environmental Law Review, 2015), and shockingly our government is yet to employ political economic motivation to hold international conservation laws (TEDx Talks, 2015).

Our oceans are being depleted at alarming rates; 40% of all the fish taken out of the oceans are fed to livestock in the agriculture industry. This shocking statistic is revealing how the need for the more conscious consumer is prevalent in today’s society.

“Animal agriculture is a significant contributor, arguably the most significant, to a variety of pressing

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Figure 84 Figure 80

Figure 81

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DR. JOANNE KONG THE POWER OF PL ANT-BASED EATING During this TED talk, Dr. Joanne Kong, a lecturer at the University of Richmond, expands on the concept of plant based eating and the benefits which are interconnected with this lifestyle.

She begins by stating that as individuals, we all have the opportunity to change the world through our eating, taking on a more ‘green’ diet, rich in fruits, vegetables, whore grains, nuts and seeds will inevitably lead to a healthier world, and a healthier body.

As aforementioned in the previous two TED talk analysis, she reiterates how animal agriculture has become one of the most dangerous industries. There is an overwhelming amount of scientific evidence which links the consumption of meat and meat products to numerous diseases.

Climate change, soil erosion, world hunger, ocean dead zones, air pollution and many more, are problems that need to be urgently reversed; he one thing they all have in common is that they are all driven by animal agriculture.

This devastating industry utilises half of the US’ water, and 80% of the agriculture land is used to feed the 10 billion land animals that are killed every year for food.

Plant based eating has a vast variety of health benefits for the body, and is critical to the sustainability of the planet. As a society we should be encouraged to increase the awareness of this sensitive topic.

What is important to recognise, is that one can cut their carbon footprint in half by merely going vegetarian (TEDx Talks, 2016). The way we’ve been brought up make eating animal products second nature; habit and culture encourage us to avoid empathising with living creatures and allow for us to distance ourselves and live in a state denial.

If we lived in a world where everyone was made aware of these facts and statistics, our behaviours would start to change and habit formation would develop towards a more conscious way of life.

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“Plant-based eating was identified as one of the top global trends in 2016. The power of plant based eating is the far reaching and deep impact it can have on the direction of the world� (TEDx Talk, 2016).

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P R I M A R Y A S U R V E Y

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What age group do you belong to?

1 answered below 18 21 answered 18-24 19 answered 25-34 35 answered 35-44 12 answered 45-54 2 answered 55-64 What is your gender?

86 answered female 4 answered male Who do you believe has the most responsilibily to act sustainably?

7 answered me 74 answered everyone 0 answered the younger generations 4 answered the older generations 1 answered celebrities 2 answered influencers 2 answered other

How knowledgeable do you feel regarding concerns on sustainability?

2 answered 1/10 3 answered 3/10 7 answered 4/10 18 answered 5/10 21 answered 6/10 23 answered 7/10 10 answered 8/10 5 answered 9/10 1 answered 10/10 What would your primary motives be for not choosing a sustainable option?

33 answered too expensive 3 answered preference 14 answered habit 0 answered peer pressure 39 answered availability 1 answered other

Do you think if sustainable products were more highly accessible and affordable more people would make ethical choices when making a purchase?

89 answered yes 1 answered no Who are the main drivers of the rise of the conscious consumer?

23 answered millennials 36 answered social media influencers 12 answered celebrities 14 answered vegans and vegetarians 34 answered environmental activists 10 answered other

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Contraty to popular belief, most of the people who answered my short survey were of the opinion of everyone being responsilbe for the sustainability of the planet. However, availabiliy and expense came out as being the top two reasons inhibiting the making of a sustainable choice.

Need for a rise of sustainabile option at a reduced cost.

Interestingly, the top two answers for who are the main drivers of the rise of the conscious consumer turned out being social media influencers and environmental activists. It’s not surprising that so many people opted for social media influencers, as in this day, what we see on the internet has extreme value.

Society is heavily influenced by social media, and companies will carry on partnering with said influencers. They have a large platform and have formed a trust with their following.

H O W D O E S T H I S R E S E A R C H A F F E C T M Y T H E M E ?

Product design can have a huge impact on behaviour changing - if we made smart, innovative choices we can intervene and solve problems upfront. My survey proves 99% of people who answered would make a more sustainable choice if there was a more ethical choices available at a comparable price.

Habit changing is a key player, people don’t like going outside of their confort zone. It’s important to educate the importance of sustainability and allow to this to transform from a trend to mainstream.

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V I S U A L

O F

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Q1) What age group do you belong to?

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Q2) What is your gender?

Q3) Who do you believe has the most responsibility to act sustainability?

Others Influencers

Celebrities

The older generations The younger generations

Everyone Me

Male

Female

55-64

45-54

35-44

25-34

18-24

Below 18

Q4) How knowledgeable do you feel regarding concerns on sustainability?

Q5) What would your primary motives be for not choosing a sustainable option?

Q5) Who are the main drivers of the rise of the conscious consumer?

8 7 6 5 4 3 2 1 Other

Environmental activists

Vegans & Vegetarians

Celebrities

Social media influencers

Millennials

Other

Availability

Peer pressure

Habit

Preference

Too expensive

T H I S W E E K O N S O C I A L M E D I A

All images are screenshots from my social media accounts, (Facebook, Instagram, Snapchat and linkedin).

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All of the above figures are images I’ve found throughout the week that link to my chosen theme. Keeping a track of these findings allows for me to stay up to date and relevant with the news, and explore paths that may affect the blossoming micro trends and FADs.

There are a lot of brands out there that are promoting the fact they are coming out with vegan and vegetarian options, giving their brand an improved and more inclusive image. Pret a Manger, is exampled above, advertising their new vegan Christmas sandwich.

ANALYSING THE SOCIAL MEDIA FINDINGS As seen above, the meat industry is being consistently exposed, showing the consumer graphic images with the intent of education and eye-opening. Utilising shock-factor is a popular technique used world-wide; companies like PETA are renowned for it.

This week’s Blue Planet 2 episode was largely focused on the pollution our oceans are enduring, and captures a heart throbbing moment where the viewer is shown a mother whale carrying her dead baby, without letting him go for days. The new-born was said to have died because of the plastic swamping our waters.

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SUMMARY OF WEEK 8 WHAT TO IMPROVE ON NEXT WEEK Overall, I think I have conducted a wide range of research across a variety of mediums, ranging from podcasts to documentaries. This research broadened my knowledge on the theme of consciousness, and gave me a sympathetic insight on the impacts our future choices will inevitably have. To further my research, it is imperative to incorporate some primary research to my journal, therefore, I conducted an interview with a focus groups of university students and created a survey. This allowed me to intergrade non-biased information to my findings.

During the coming weeks I have intentions to continue researching, and exploring future themes which have the potential to emerge more thoroughly.

Ideally it’s impartial for me to progress my research and come to a good point in the trend cartogram and begin finalising my journal.

Writing up a summary of the future trend and its origins, showing how I have approached my outcomes, will allow for my thought process to become more evident.

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W E E K

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“Res po n d to t h e f eed back g ai n e d i n t h i s ass es s m en t i n your j o u r n al . F i n a l i s e your emer gi n g t r e n d. B r i n g your jou r n al o r any ot h er t h i n g s you n e e d to n ex t week ’s ass e s s m e n t ” .

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E X E R C I S E I N G F O R O P T I M U M H E A L T H N E E D F O R A ‘ C L E A N ’ C O N S C I E N C E

M O R E A N D M O R E P E O P L E A R E E D U C A T E D O N T H E I M P O R T A N C E O F E X E R C I S E

T S O C I A L M E D I A B O D Y P O S I T I V I T Y

B C E S

I K I N I O M P E T I T O R S X P O S I N G T H E P O R T

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SUPERFICIAL RESEARCH Contrasting the rise of yoga and meditation, is the equally large movement of bodybuilding – a challenging sport which requires continual motivation, time and commitment. The extreme sport of bodybuilding has seen a recent peak of interest, progressively becoming more and more competitive within the industry. It is perceived as a more ‘glamourous’ sport, which challenges persistency and hard work; showcasing competitors at an extreme stage of leanness.

Our world is constantly being faced with an increased risk of heart diseases and diabetes, triggered by the low pricing we are seeing in the fast food industry, and the augmented idleness of today’s society. However, in the western region,

social media is affecting self-confidence massively. We are constantly comparing ourselves with images seen on platforms such as Instagram, Snapchat and Facebook. This is Driving the younger generations towards the fitness cult, in pursuance of a social acceptance and body positivity.

The uproar of social media is allowing for bodybuilding, functional training, yoga and many other methods of exercise to become available to a wider range of people. We are now seeing a variety of online fitness programs being sold and personal trainers offering their services as ‘online coaches’ instead of seeing clients in person.

Platforms such as Instagram live and Facebook live videos are extending the ability of getting people moving. Fitness influencers who have gathered social media presence, leverage their wide-ranging following and have created a new form of revenue, playing a central role in the growth of one of the leading fitness trends (McCall, 2016).

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S E M I N A R FEEDBACK 23 NOVEMBER 2017

COLLEAGUES

ACTIONS

- Start creating the cartogram explaining the research conducted.

- Identify the drivers, impacts, innovators, consequences and FUTURES.

- Research possible future trends Nikki explained in the session (the circular economy, H&M and Nike collaborations, Gen Z, businesses pulling in different sustanable brands together into a sigular store, etc).

- Sustainability will peak, more and more people do it, then the demand will be there and prices will consequently drop. This can get rid of the proce issue. More businesses need to get involved.

- Trend cartogram - page per heading

- Develop trend cartgram from that.

- Innovatrs are the ones acting in a new way, what what the late majority are doing too and how they are going to react.

- Educating the customer more via labelling and product education.

- There is enouch research on the chosen theme, pick out key points, and utlise in trend cartogram

- Do not worry too much which ‘box’ each segment belongs to - everything falls into place and will look clearer when seen visually.

- Gen Z - new age of activists

- Future trend could be the end of bodybuilding sporting as the damaging process is being exposed

NIKKI - FASHION FORECASTER - Look up the circular economy - Business collaborations, brands are realising it’s not all about them. Bigger than just sales H&M and Nike (Innovators).

- Rise of macro living - not having room for excess clothings - rather buy less

- Think about conscious creatives Vs the consumer who is drepressed in the political climate we are in - only way they can purchase is through brands like primark.

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T R E N D I N N O V A T O R S

T R E N D D R I V E R S

T R E N D I M PA C T S

Gen Z

Rise of obesity and diabetes

The use of recycled materials

Brand leaders

Social media influencers Program innovators - The circular economy

Availablity of health foods Consideration towards the health of our planet Emerging range of ingestible health products

T R E N D C O N S E Q U E N C E S

Chroma yoga

A-commerce

Health focused holiday (retreats)

Beauty foods

Seeing more activism on mental health

Superfoods for optimised health

Product education via labelling

T R E N D F U T U R E S

Technology and health sector merge Micro-living Sustainable stores merging

Sustainability lead by design

Health and fitness in the media

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T H I S W E E K O N S O C I A L M E D I A All images are screenshots from my social media accounts, (Facebook, Instagram, Snapchat and linkedin).

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TREND CARTOGRAM SUMMARY

TREND INNOVATORS G E N

Z

Generation Z are the new age of activists; during their lifetime they have endured two recessions, unstable government, depressed political climate, and an ongoing female harassment in both the media and the workplace.

The world has not been favourable to them, thus, they are combatting this by taking on a leading role in society and becoming innovators of sustainability and wellbeing.

Overall, as a whole they are more prepared to invest in the future of the world, spend more money on sustainable and ethical options, and strive for an alterative to conventional linear economy.

C I R C U L A R

E C O N O M Y

The Circular Economy is a leading innovation program of regeneration by design, developing how our waste has the potential of building capital rather than reducing it.

Our society have grown up to being a throw away and replace culture; while The Circular Economy is actively encouraging the need for the adoption of a returned and renewed one.

Their mission is to “accelerate the transition to a circular economy� (Ellen Macarthur Foundation, 2017), by interconnecting businesses and spreading methods of sustainability.

I N F L U E N C E R

P O W E R

Influencers play a key role in online marketing, partnering with brands to promote products and services. This cost-effective form of world-of-mouth marketing is a successful way for companies to target a specific demographic and spread brand awareness.

Social media influencers have built a strong sense of trust with their following by being honest and transparent with their viewers; educating them through informational blog posts or YouTube videos.

The power influencers have over their following is countless, they generate third party recommendations that are often seen as more credible and have a positive influence on the consumers. A large percentage of influencers use their platform to promote the importance of sustainability and wellbeing through our everyday choices.

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B R A N D

C O L L A B O R A T I O N S

Figure 89

H&M are renowned for being highly aware of the need for sustainability in the fashion industry, and have kept their conscience ‘clean’ by remaining a transparent and traceable company.

They recognise the requisite for a bigger movement; promotions and collaborations don’t have the sole purpose of increased sales, CEO Karl-Johan Persson affirms how their “new sustainability strategy presented will take them closer to their vision; to lead the change towards circular and renewable fashion while being a fair and equal company” (n.d.).

Reflecting this, H&M have announced their conscious exclusive 2017collection, aiming to showcase the beauty of sustainability. They are educating their consumers by promoting the sustainable materials used, including BIONIC: a material made from recycled shoreline waste. The design of the collection is centred around long-lasting high quality products, which will last for seasons to come.

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TREND DRIVERS T H E H E A L T H P L A N E T

O F

T H E

The irrational weather patterns we are seeing today are directly linked to the health of our planet. Everyday culture has become acclimatised to the availability of products; not thinking twice before making a purchase and throwing the next one away, increasing the damage landfills are making to our planet.

Further media coverage is influencing perception as time goes on, showing the harsh realities of the impacts of our everyday choices. Using the ‘shock factor’ is educating society and raising awareness, allowing for these devastating changes to touch people emotionally.

R I S E O F O B E S I T Y D I A B E T E S

A N D

There is a consistent correlation between lifestyle choices and the probability of getting diabetes and/or cancer. Our society is being faced with the rise of obesity; according to Diabetes. co.uk, the UK obesity rate ranks as the highest in Europe (2017). The corrupted media is regularly confusing the public by having regarded companies such as the American caner society encourage eating processed turkey and canned meats (2014), even though the world health organisation report categorises bacon, canned meats and sausages as carcinogenic to humans (2015).

There is a constant flow of deceptive information, leading to the levels of obesity we are seeing today.

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A V A I L A B I L I T Y O F H E A L T H F O O D S The growing demand for health foods is allowing for the pricing issue to decease, the more businesses get involved, the lower the price can drop, and inevitably be accessible to a wider range of consumers; even the part of society who are depressed in the political climate. Access to whole nutritious foods, is key to achieving a healthy lifestyle. This process will have a domino effect and eventually cause the downfall of obesity and the diet market.

Figure 90

Figure 91

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TREND IMPACTS T H E U S E O F M A T E R I A L S

R E C Y C L E D

Matt and Nat are a good illustration of a brand who is centring their identity around sustainability, seeking to be renowned for being a syndicate of social responsibility and integrity. They promote how they have committed to not utilising leather or any animal-based materials, and to remain sustainable and eco-friendly; they do this by using vegan leather and recycled materials (Matt & Mat, 2017).

More and more brands are taking on a similar vision due to increased demand; consumers want to be a part of the sustainable movement, and when a more ethical product is available and priced similarly to the conventional equivalent, the average consumer would make a more environmentally friendly choice (see primary research page).

B E A U T Y F O O D S S U P E R F O O D S

A N D

The health sector is expanding, and product innovation is revolutionising the perception of what is needed for an optimised health.

There are a multitude of ‘health foods’ being released, declaring the abundance of benefits they entail, which claim to be an essential part of a healthy diet.

Nutrient-dense superfood powders are massively over-hyped in the health industry, and are more often than not promoted through paid collaborations with social media influencers and beauty/fitness gurus. Our society is producing health-obsessed consumers who are willing to spend an abundance of money on superfood powders such as maca, spirulina, wheatgrass and many more.

An example of these calibre of products is the beauty chef ’s ‘Cleanse Inner Beauty Powder’, claiming to be a unique blend of superfoods and probiotics with the primary objective of promoting gut health, boosting one’s healthy easting routine; this product is priced at £38.

10 9

A - C O M M E R C E

Figure 92

The rise of the busy consumer is aiding the upsurge of a-commerce, which is triggered primarily by consumer behaviour. TrendWatching explain how there is a need for removing the ‘unnecessary’ parts of shopping. This is achieved by developing automated commerce which takes care of hunting, negotiating, purchasing and delivery for the consumer automatically (TrendWatching, 2017).

A-commerce is already seen through apps such as finery, the virtual closer organiser space, which is aiming to allow for the customer to optimise their purchases and avoid the environmentally damaging shopping habits (Fernandez, 2017).

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TREND CONSEQUENCES C H R O M A

Y O G A

The cult of fitness is experiencing a shift in technology, the basic form of exercise is not sufficient to the consumers of today. We are now commonly seeing alternative forms of health; from ingestible health products to multi-sensory yoga experiences.

Chroma Yoga is pioneering this revolutionary approach to yoga, combining monochromatic light to achieve colour therapy, with “brain stimulating soundscapes and bespoke natural scents to creative an immersive, multi sensory yoga experience not yet seen before� (Chroma Yoga, 2017a).

Aromatherapy is not something original, but the collaboration between founder, Nina Ryner and Asakala, is modernising the benefits of the practice of yoga, encouraging energy release and muscle relaxation through scent.

Each colour room has a particular set of benefits for the consumer, aimed at optimising targeted health factors. The nature of being able to choose which colour room suits each consumer best adds value, promotes individuality and allows for the customer to feel like there is an option suited for every, removing barriers of age, sex and ability.

For example: the red room - Increases alertness - Promotes a healthy sleep cycle - Soothes inflamed muscular tissue - Reduces swelling and pain in joints - Increases metabolism and accelerates weight loss - Promotes youthful, healthy skin by balancing collagen production - Corrects hormonal imbalances in both men and women (Chroma Yoga, 2017b)

Figure 93

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H E A L T H

R E T R E A T S

Today’s society are beginning to ditch the boozy ‘do nothing’ attitude holidays, and trading them for all inclusive health retreats; incorporating yoga, meditation, HIIT style workouts, juice cleanses and more.

The BodyHoliday in St. Lucia is a prima example of this, “recognised as one of the finest destination resorts and centre of well-being” (BodyHoliday, 2017). They are notorious for personalising each individual stay depending on what client expectations are. As a company they are utilising social media influencers to market themselves successfully, giving Healthy Chef Stef and Zanna Van Dijk the opportunity to experience their services, and share their recommendations with their large following; combined they have an outstanding 356k followers.

P R O D U C T E D U C A T I O N L A B E L L I N G

V I A

Fashion is a massive contributor to global pollution, only coming in second to the oil industry. The fast fashion trade receives plenty negative connotations. As a whole the industry employs one in six people on the planet, and is constantly infusing our clothes with damaging chemicals which are absolved by our skin (Zady, 2017).

Our treasured industry is slowly adapting to the shift in consumer behaviour; society is now searching for companies which have aligning values, and produce ethical long-lasting pieces of clothing, never being replaced by newly incoming trends.

There are a variety of mainstream brands which aren’t well known for their sustainable values, due to the fact they don’t ‘scream and shout’ about it.

Product education via labelling is an effective way on informing consumers when they are making an ethical decision, rewarding the brands that are stepping out of their comfort zones are prioritising quality over quantity.

The clothing brand Zady practices a form of storytelling, explaining where each product comes from and the materials used, justifying the pricing.

More and more companies are going to adopt similar techniques, in order to appeal to the ever-growing conscious demographic.

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TREND FUTURES

M I C R O - L I V I N G Micro living has the potential to be a solution for Britain’s housing crisis, and can have a significant impact on our throw away and replace culture. The idea behind this concept is that when one lives in a more confined area, they are less liked to buy excessively. This idea incorporates “genius space saving furniture” (Jones, 2017), and careful design, making the most of the small space available.

Overpopulation is not given a great deal of attention by the media, however, young professionals are targeting big city living, in order to achieve the most success, which is driving housing pricing through the roof – micro living is an affordable solution to this.

This theory has a positive ripple effect towards sustainability; smaller living spaces inevitably leads to less electricity used, less heating, less redundant purchases, etc. The generations more likely to adopting a micro-living lifestyle are more mindful towards the problem of sustainability and are generally more conscious consumers.

S U S T A I N A B L E D E PA R T M E N T S T O R Y Brand collaboration is not an original idea, this marketing technique has been around for years, and used primarily for increased sales and promotion of the brand.

The recent demand for brand transparency, has caused businesses to recognise the need for something bigger than ‘just sales’ – sustainability. Today we are seeing more brands collaborating to reach a wider spread of consumers, seen by brand innovators H&M and Nike. This process is a step in the right direction, however, the future needs to take this one step further.

The aforementioned vision can be achieved by pulling different sustainable brands into one store, creating a sustainable take on a department store. This advancement will lead to product education, and will allow for brands to be recognised for their efforts of sustainability by the public.

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Figure 94 S U S T A I N A B I L I T Y D E S I G N

B Y

Figure 95

As further expanded previously on page 85, we are recognising the biggest problem our world is being faced with – product design does not take into consideration the devastation of over-consumption.

As a society, we have the potential to eradicated a large proportion of greenhouse gases by simply creating everyday items that prevent further wastage. Design is a possible driver of sustainability, a solution to the environmental predicaments we are experiencing everyday (TED, 2014).

The perfect sustainable marriage will be seen in the future between design and technology, all while taking into deliberation human behaviours, and the wastage caused by laziness and habitude.

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HOW DO THEY ALL LINK? During the development of a trend, there are natural influences which occur. The innovators stimulate the drivers and vice versa.

In my trend cartogram I have presented these effects with an arrow and a small annotation, explaining how and why it has occured. It is vital to acknowledge the flow of trends and expand on why I have chosen specific impacts and consequences.

The global brand Innovators, such as H&M and Nike have taken serious impactful steps towards leading the trend of consciousness.

The first brands who are willing to take steps towards the innovation of sustainability are targeting the new age of activists, generation Z. In response to this, programs such as the circular economy spread their message of altering the traditional linear way of thinking. This process carries on through the stages, eventually leading to the next ‘big thing’. In other words, the future of the trend.

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The impact of the availability of health products directly influences practices such as yoga. More and more people want to maximise their internal and external health, allowing for the development of forms of moving meditation. The consequence of using light and aroma therapy to accomplish health and fitness goals is directly linked to the trend impacts.

Each aspect of the tend cartogram has a significant role in influencing the next.

They all interconnect in one way or another.

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Trend Innovators

Trend Drivers

“NEW SUSTAINABILITY STRATEGY PRESENTED WILL TAKE THEM CLOSER TO THEIR VISION” (PERSSON, N.D.)

1

“CALL FOR THE WORLD TO CUT BACK ON ITS USE OF PL ASTIC” (RUDDICK, 2017)

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Trend imp

12 N O A N I M A L- B A S E D M AT E R I A L S

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3

9

14

4 ALTERNATIVE TO TRADITIONAL LINEAR ECONOMY

1

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S O C I A L M E D I A I N F L U E N C E R S

10 “382M PEOPLE WORLDWIDE10HAVE DIABETES” (DIABETES. CO.UK, 2017)

A - C O M M E R C E

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5

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1 U F H

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pacts

Trend consequences

Trend Futures

S O C I A L

A D A P T A T I O N

POWER OF SOCIAL MEDIA

M I C R O - L I V I N G

18

13

15

17 16 UNIQUE BLEND OF SUPERFOODS FOR OPTIMISED HEALTH

19 “REVOLUTIONARY NEW APPROACH TO PRACTICING YOGA” (CHROMA YOGA, 2017) P R O D U C T

EDUCATION VIA LABELLING

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24 25

21

26 27

22

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“DESIGN THE PRODUCT TO SOLVE THE PROBLEM” (TED, 2014)

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A P P E N D I X PRIMARY RESEARCH - INTERVIEW Appendix A – Interviewing a focus group of university students Questions: 1) Which generation is showing the most interest in global problems such as climate change, ethics, wellness and animal welfare?

2) What do you think it will take for the majority of people to become aware of the consequences of neglecting the global problems aforementioned?

3) Do you think social media is going to carry on growing or experience a downfall due to the rejection of social media and escapism we are begging to see?

4) What future trends do you think will emerge from the rise of the more conscious consumer?

that built into you it will never go away. However, older generations will take breaks from it as we realise it’s an addiction and consumes a lot of our time.

4) Possibly new clothing schemes that are 100% recyclable, like trading in old clothes for new ones, switching to electric cars, possibly a decline in fast fashion as people will wear out their clothes as they once did in the 1940s.

Interview 2 – Female, 22, University student 1) I think the generation that is showing the most interest in global problems is the younger generation. This is probably due to the fact that it will effect our futures the most negatively. I also think global issues are most notably made aware by celebrities on different social media platforms and the younger generations use these most prominently.

Interview 1 – Female, 19, University student 1) I think our generation is showing the most interest because it’s consistently shared on social media and people like Leon- 2) Unfortunately I think it will have to drastically effect people ardo Dicaprio who talked about it in acceptance speech – a lot in the modern/ urban areas before they will allow themselves to of people our age looks up to him. not distance themselves from such global problems. However, I do not know in what way that will come about.

2) More of what is happening now, I think before people only cared when it affected them directly, but things like make-up 3) I think that it will continue to grow as it has become a key brands going cruelty free and Gucci going fur free makes you player in society and will especially have an effect on the lives of aware, the fact fashion is beginning to change goes to show the younger generation. Society functions around these plathow far along sustainability has come as fashion was once forms and although they can at times be negative they also can the second biggest environmental hazard followed by the oil provide positive change. industry.

4) I hope that an awareness will grow and perhaps develop into 3) I think social media will always be here, there’s new gener- a more active reaction amongst the consumer. ations that physically don’t know life without it, so when it’s

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Interview 3 – Female, 21, University student 1) I think Millennials are showing the most concern/interest for global problems. Not only are they a generation characterised by social concern but they also recognise that such global shifts will directly affect their generation; unlike older generations who don’t see it as a problem because it was effect them. ‘not my problem’ attitude.

3) Will carry on growing, there is too much money in the industry for it to decline, hundreds of businesses rely on it to survive.

4) More purchases based on ethical and environmental reasoning, e.g. less plastic usage, guarantee of no mistreatment of workers etc. Increase in vegan/vegetarianism in the world, particularly the West. Increase in usage and purchases of sustainable power sources.

2) further media coverage - people are becoming more and more perceptive as time goes on. Important to show the harsh realities of the impacts, how Interview 5 – Female, 20, University student it will affect the society we live in not just somewhere in the globe - i.e. ice 1) millennials caps - the majority of people wouldn’t see this change happening, doesn’t emotionally touch people.

2) either people in positions of power I.E celebrities to speak up and highlight the issues mentioned and ways to help (trump claims global warming is 3) I think although some people are beginning to reject social media, I a hoax...) Or honestly some major global warming/ animal welfare tragedy to think the majority will continue to use it for the foreseeable future. It’s the occur before people realise they need change way a lot of people socialise and construct their identities: people won’t be quick to give that up. Also fear of missing out (FOMO): young people don’t 3) I think the types of social media we use will remain the same e.g. Facebook, like to miss out and feel social pressure to keep up to date.

Instagram, Twitter and snapchat but I think the way in which we use the social media platforms will change. More and more people that I follow on Instagram 4) A more ethically concerned lifestyle: all aspects of lifestyle from consum- have decided to become vegan or highlight ways to make more conscious decier habits, travel, fashion, food, waste etc. People are becoming increasingly sions. aware of the impacts of their daily lives therefore they will soon adapt and live more consciously.

4) In terms of new trends I think it’s hard to predict what will happen but I would guess things along the lines of mass group clean up and recycling what Interview 4 – Male, 21, University student you find.

1) Millennial(s), under 30s.

I also can imagine snapchat or Instagram doing some sort of quiz, like they use their polls and voting, to ask people how much they know about global warm2) To see said consequences, very difficult to change people’s opinions based ing and recycling and treatment of animals etc. and then showing people their on words, however if people saw what would/will happen then they might results could be an eye opener. be swayed.

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FIGURE LIST Figure 1: Balmain. 2017. 8421 Melrose Place. [Online]. [Accessed 5 October 2017]. Available from: http://www.balmain.com/en_uk Figure 2: Balmain. 2017. FW17. [Online]. [Accessed 5 October 2017].

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pin/444941638177367575/ Figure 11: Quartz. 2017. A linguist explains how to write protest signs that everyone will remember. [Online]. [Accessed 12 October 2017]. Available from: https://qz.com/888554/a-linguist-explains-how-to-write-protestsigns-that-everyone-will-remember/ Figure 12: LAPP. 2017. LAPP the brand | the diversity project. [Online]. [Accessed 12 October 2017]. Available from: http://www.lappthebrand. com/2017/04/26/lapp-the-brand-the-diversity-project/ Figure 13: Pinterest. 2017. [No title]. [Online]. [Accessed 12 October 2017]. Available from: https://www.pinterest.ch/pin/483222235008096381/

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Figure 23: Instagram. 2017. [No title]. [Online]. [Accessed 12 October 2017].

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