What are Trends?

Trends are patterns or shifts in mindsets, culture, technology and other areas that can develop over time and have the potential to shape or influence the future. Not to be confused with Fads, Trends can vary in intensity and duration and come in all different sizes. For example, Mega Trends last decades, whilst the lifespan of a Macro Trend is around 2 to 3 years.

In their simplest form, trends are expressions of change.

A strong grasp of future trends enables brands and organisations to better understand their consumer to make more informed decisions.