Trends Framework

TRENDS FRAMEWORK A way to simplify the change in the world Ville Tikka, 2008

Trends can be seen as future tendencies – assumptions about progress, development or evolution of a certain thing.

There are sooooo many ways to define a trend and so many areas where we can identify trends. Trends can mean anything from the new black on the catwalk to the economic recession. This complexity often makes it difficult to understand how the trends link to each other and what is the level that helps to identify relevant opportunities.

Therefore the TRENDS FRAMEWORK:

Megatrends / 10 − 50 years Socio-cultural trends / 5 − 10 years Consumer trends / 2 − 5 years Behavioral trends / Months − 1 year Solutions & products

Megatrends are large social, economic, political, environmental or technological changes. They are the big underlying forces that drive other trends. 10 - 50 years

>>> Impacts of climate change is one of the big megatrends Image: Flickr, wanderingnome

Socio-cultural trends are culturally specific sociological tendencies, which modify the value system, the moral, the ways of thinking and behaving. Socio-cultural trends are way for individuals and society to adapt to megatrends. 5 - 10 years

>>> Environmental & social awakening are increasing because of climate change Image: Flickr, joaofaissal, Societty of Graphic Designers Canada

Consumer trends are changes in consumer lifestyle and broader consumption behavior that socio-cultural trends drive. 2 - 5 years

>>> Urban and educated youth are starting to rethink the consumption Image: Intelligence Group, Cassandra Report, Future Issue 08

Behavioral trends are new practices within consumption or service and technology usage, etc. Months - 1 year

>>> Green practices, such as unpackaged shopping Images: www.beunpackaged.com

Solutions & products that enable or support the behaviors – these include design or technology examples of socio- cultural, consumer and behavioral trends.

>>> Reusable shopping bags, etc products

All these trends can be mapped to a simple model, a trends framework, that helps us to understand:

WHY things or change are happening >>> the climate change

WHO are the people driving the change and what are they doing >>> youth rethinking the consumption

HOW are they doing it in practice >>> shopping without packages or with sustainable packages

WHAT solutions they are using to do it >>> reusable shopping bags, biodegradable plastic bags

WHERE are these behaviors taking place >>> urban areas, developed markets − shopping & at home

Therefore the TRENDS FRAMEWORK:

Drivers People Practices Solutions Domains Why? How? What? Where? Who? Solutions, Consumer Megatrends Behavioral Markets & products & trends trends contexts Socio-cultural other trends examples

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Trends Framework

by Ville Tikka on Mar 13, 2009

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