This summary is based on the lessons (lecturer Bert Van Thilborgh), the powerpoints and the book “Trend Surfing (English Version) — Innovating on Waves of Change by Bert Van Thilborgh”.
Societal & Consumer Trends (YB1379| 2023)
September 2023 – Januari 2024 (examen /2024)
Trend Surfing – innovating on Waves of Change by Bert Van Thilborgh
ISBN: 9789463379106
Inhoudstafel
Overview (reference to the book trendsurfing) ...................................................................................... 4
Introduction trends ................................................................................................................................. 1
What do you have to know: ............................................................................................................ 1
Trends .................................................................................................................................................. 1
Why trendwatching? ....................................................................................................................... 1
How to do trend research?.............................................................................................................. 1
Change ................................................................................................................................................. 2
Examples:......................................................................................................................................... 2
Types of change: .............................................................................................................................. 2
Wildcards ............................................................................................................................................. 2
The Kübler-Ross change Curve ........................................................................................................ 3
Elements of human behavior .............................................................................................................. 3
Maslow’s hierarchy of needs........................................................................................................... 3
Terminal and instrumental values ................................................................................................... 3
Difference coolhunts – trends ............................................................................................................. 4
Coolhunts ........................................................................................................................................ 4
Fad – Hype – Craze .......................................................................................................................... 4
Fashion ................................................................................................................................................ 4
The trend Pyramid ............................................................................................................................... 5
Trend hierarchy ............................................................................................................................... 5
Societal context - drivers of change ................................................................................................ 5
Application of the trend pyramid .................................................................................................... 6
Trendcreators .................................................................................................................................. 6
Who is responsible for trends? ....................................................................................................... 6
Where do trends arise? ................................................................................................................... 6
How do trends arise?....................................................................................................................... 6
How do trends evolve? .................................................................................................................... 6
How are we connected? .................................................................................................................. 8
Identity trends ......................................................................................................................................... 9
Rejunevation (Psychological age) ........................................................................................................ 9
Gender neutrality ................................................................................................................................ 9
Individualisation (personalisation) ...................................................................................................... 9
Genetisation ........................................................................................................................................ 9
Virtindividualisation (avatarisation) .................................................................................................... 9
Avatarizing in the metaverse........................................................................................................... 9
Generational trends .............................................................................................................................. 10
Population trends .................................................................................................................................. 11
, 1. Population growth ..................................................................................................................... 11
2. Ageing population ..................................................................................................................... 11
3. Increasing life expectancy ......................................................................................................... 11
4. The multicultural society ........................................................................................................... 13
5. Growth of single-person households ........................................................................................ 13
6. Feminization .............................................................................................................................. 13
7. Redefinition of family ................................................................................................................ 13
Social trends .......................................................................................................................................... 14
Individualism: Youniverse.................................................................................................................. 14
Synchronos ........................................................................................................................................ 14
Meta Gold Rush ................................................................................................................................. 14
From Infocalyps to Infotrust .............................................................................................................. 16
Global societal & conshuman trends: environment ............................................................................. 17
Urbanisation ...................................................................................................................................... 17
Megacities ..................................................................................................................................... 17
The city of the future ..................................................................................................................... 18
City and countryside become conjoined ........................................................................................... 18
Back to nature ................................................................................................................................... 18
New frontiers................................................................................................................................. 19
Ecological trends ................................................................................................................................... 19
Eco consciousness: trends in sustainability ................................................................................... 19
Earth overshoot day ...................................................................................................................... 19
Sustainability as a service .................................................................................................................. 20
The transparency revolution: Green by numbers ............................................................................. 20
Urban Healing .................................................................................................................................... 20
The evolution to urban healing ..................................................................................................... 21
Collaborative sustainability ............................................................................................................... 21
Collective Activism............................................................................................................................. 21
Technology trends ................................................................................................................................. 22
The technology pyramid .................................................................................................................... 22
The 5th revolution ............................................................................................................................. 23
Ubitech .............................................................................................................................................. 23
Economical trends ................................................................................................................................. 24
Globalization vs localisation to glocalization..................................................................................... 24
Globalization.................................................................................................................................. 24
Anti-globalization .......................................................................................................................... 24
Chinese dominance ........................................................................................................................... 24
New economy styles.......................................................................................................................... 25
Experience economy ..................................................................................................................... 25
Sharing economy ........................................................................................................................... 25
Attention economy........................................................................................................................ 25
Purpose economy .......................................................................................................................... 25
Trends in HR & future of work .............................................................................................................. 26
Population trends .............................................................................................................................. 27
Population increase ....................................................................................................................... 27
Labor shortage................................................................................................................................... 27
, Explanation of the population pyramid (not very important)....................................................... 27
Solutions for labor shortage .......................................................................................................... 27
How do different generations view work? ........................................................................................ 28
Which generation is the happiest at work? .................................................................................. 28
The future of work............................................................................................................................. 28
From a linear to a circular career .................................................................................................. 28
The great re-allignment ................................................................................................................. 28
Work - life balance has become crucial......................................................................................... 29
Reduction of weekly working hours .............................................................................................. 29
Instant impact................................................................................................................................ 29
Anti-stress...................................................................................................................................... 29
Healing ........................................................................................................................................... 29
Death from overwork ‘karoshi’ ..................................................................................................... 29
Peternity leave............................................................................................................................... 30
Workcations .................................................................................................................................. 30
Employee sharing .......................................................................................................................... 30
Freelancing .................................................................................................................................... 30
Lifelong learning ............................................................................................................................ 30
New skilss ...................................................................................................................................... 30
Values rebranded .......................................................................................................................... 30
Trans-pay-rency ............................................................................................................................. 30
Technosphere .................................................................................................................................... 31
Chat GPT & HR ............................................................................................................................... 31
The human touch .......................................................................................................................... 31
Example questions ................................................................................................................................ 32
, Overview (reference to the book trendsurfing)
8 PRESENTATIONS (See PDFs and on Canvas, combined with your personal notes)
Pres 1: Long Introductory Lessons: What are trends, change, behavior, Innovation and other trend terms, etc.
REFERENCE to the book Trendsurfing:
- Glossary Page. 17-20
- Chapter 1: The change process Page. 32-46 and 64-67
- Chapter 2: Motives for action, values, norms and changes: Page. 68-79
- Chapter 5: Other Trend Concepts Page. 152-167
Pres 2: Trend sources, the trend pyramid, who is at the basis of trends, where do we find them and innovation
theories
REFERENCE to the book Trendsurfing:
- Sources of Trends: page 210-224
- Chapter 6: How do trends, fads and hypes evolve: Page. 168-192
Pres 3: Identity and Population Trends
REFERENCE to the book Trendsurfing
- Chapter 3: The societal context: pp. 80-110
- Please note: I don't have a specific chapter in the book about generations, so that's where your notes are
crucial.
Pres 4: Social-Cultural trends
REFERENCE to the book Trendsurfing
- Chapter 3: The societal context: page 110-118
- Current trends in socio-cultural trends
Pres 5: Environmental trends
REFERENCE to the book Trendsurfing
- Chapter 3: The societal context: page 118-128
- Recent trend developments in sustainability
Pres 6: Technological trends
REFERENCE to the book Trendsurfing
- Chapter 3: The societal context: page 128-133
- Recent trend developments in technology
Pres 7: Economical Trends & Pres 8: Trends in HR & Future of Work
REFERENCE to the book Trendsurfing
- Chapter 3: The societal context: page 133-142
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