Societal &
Consumer Trends
2020
,1. Introduction
1.1. Why Trendwatching?
To detect change
To understand change
DEFINITION TRENDS:
Trends are processes of change(s) of values and needs, developed by driving forces and manifesting
themselves in different ways to certain groups in society and striving that we can improve our quality
of life through innovation
Trends are dynamic, evolving, influential, impactful and the leave traces in our society. Trends are
observable and manifest through language, culture, (life)style, taste, behavior, products, services and
events.
1.2. Change
1.2.1. Change by coincidence
Something created by coincidence that made changes.
Serendipity = the faculty or phenomenon of finding valuable or agreeable things not sought for.
Example:
VIAGRA
Figure 1: https://www.drugs.com/slideshow/viagra-little-blue-pill-1043
1.2.2. Gradual change
A gradual change or process occurs in small stages over a long period of time, rather than suddenly.
Example:
SOCIAL MEDIA
social media changed over the years.
For example websites were in the beginning meant to read it was a one-way platform. Now you are
much more interactive one websites as a visitor.
, 1.2.3. Disruption
There is a change by a disrupted event. Not foreseen.
Example:
COVID 19
1.2.4. Pyramid of Maslow
Our needs and desires change over the years. The pyramid of Maslow gives an overview:
1.2.5. Human values
There are a lot of things that influences the human values.
Individual Values Collective Values
=Broad desirable goals that motivate people’s =provide action guidance that stretches well
actions and serve as guiding principles in their beyond the recognition of aggregates of
lives individual values. They change the deontic
status of particular actions for group members.
Terminal Values Instrumental Values
You will try to achieve these values through These are your tools to reach them:
your life Being ambitious, broadminded, capable, clean,
honest, …
, 1.3. Innovation
1.3.1. Observable
Innovation is observable.
Examples:
Change in our diet. 50 years ago people in Belgium ate different than they do today.
Most of the time it was potatoes with vegetables, nowadays we eat more international
dishes. Monday we eat spaghetti (Italy), Tuesday Chinees, Wednesday McDonalds (US), …
Streets: Our streets look a lot different than they did even 20 years ago. The way shops look,
the way the advertise on the street,…
1.3.2. Coolhunts – Trends
Coolhunts = Also known as trend research, the main objective is to predict when the mass population
will undergo a shift in direction and adopt a certain trend, which can be influenced by social, cultural,
economical, environmental, or political elements.
o Trends signal
o Applicable to all lifestyles and in all domains
o Human behavior
o New products
FAD, CRAZE & HYPE
=A fad or a craze is a form of collective behavior that develops within a social group and is followed
enthusiastically for a limited period of time
What is popular at this moment?
Example: Games, challenges.
Characteristics:
° Short-lived, very popular and great interest
° Accompanied by temporary scarcity
° Fading out after a certain period of time and does not cause permanent change
° The masses are absorbed with the hype or fad
° Receives a lot of media attention
° Does not bring about lasting change, but the product, service or idea still exists
° Sometimes Cyclical
° Some hypes, crazes or fads can develop into a trend
° A hit = A mini craze, because it is limited to a smaller group of enthusiasts.
1.3.3. Fashion
= An expression of a particular trend in society.
A counter reaction to the existing
It can disappear completely without leaving a trace.
DIFFERENCE WITH TRENDS= Trend will always leave traces
