This document discusses trends in consumption among the Turkish population. It divides trends into four categories: The Me (individualism), The Us (neo-collectivism), The Movement (self-optimization), and The Backfire. Two focus groups, women and youth, are identified to analyze how consumer needs, wants and values may change under these trends. For women, subgroups are identified based on their focus (identity, career, family, new life). For youth, subgroups are based on age (11-13, 14-17, 18-21, 22+). The document then analyzes how each subgroup may engage with and prefer different brands, products, and consumption patterns under the trends of individualism, self-optimization,

1. Future of Consumption: Turkey

2. Constant quest and consumption of change has become the biggest
trend of today’s world. The permanence of change is fueling a growing
Age of Polarization where every trend coexists with its complementary.
While some trends are pushing towards me, more, faster, better; other
Permanence of Change
are pushing towards us, less, slower, better.
When the Turkish population’s multicultural identity meets a desire for
social cohesion, global trends of the polarizing world have local
manifestations.
Under this understanding, categories of trends that shape consumer
behavior in Turkey will be divided in four, contrasting and
complementary categories;
The Me, The Us, The Movement and The Backfire.

3. The Me
The Movement The Backfire
The Us

4. Individualism Self-Optimization
The Me
The Movement The Backfire
The Us
Neo-Collectivism Consumerism
Modernization
Urbanization
Globalization
Communitarianism
Sustainable
Growth

5. 2 Focus Groups
will be used to analyze potential changes in consumer needs, wants, values
Women
will be divided within themselves according to their focuses
Focusing on identity, women mainly still in
education will want to create themselves and
differentiate among peers while still maintaining
position in society.
Focusing on career, women will mainly be newly
graduates who strive to build a strong,
independent character.
Focusing on family, women may be housewives
taking care of the household and the family, or
single moms taking care of children and herself.
Focusing on career and family, women will strive
to be the best in both and societal expectations
will conflict with their personal choices. They will
seek reassurance and confirmation.
Focusing on a second life, women who have
already gone through the beginning of identity,
career or family building processes will seek
novelties that will facilitate the process of going
through the same processes.
Youth: Adolescents and Early Adulthood
will be divided within themselves according to age intervals
11-13 Years Old: will focus on identity-shaping, care about
their self-image, want to be conforming to his peers but
also to be independent while still undergoing the process of
understanding the two terms, begin to understand
boundaries and rules
14-17 Years Old: more certain of their self-image, teens will
stilll want to be independent yet conforming, seeking
confirmation from their surroundings regarding their
identity. They will still undergo emotional unstability and
feel in a stage of uncertainty
18-21 Years Old: emotionally more stable, they will start
thinking about deeper issues about life and their future,
have a more built identity and form deeper relations with
their surroundings.
22 Years Old and Older: mainly done with identity-building,
they will move into further education or career and family
building and encounter big concepts like love, wisdom and
success.
People With Discontinued Education who fall into these
age categories may struggle to build an identity and focus
on building family and career. To overcome their fear of
missing out and staying behind, they will seek quicker and
easier ways of being up-to-date with the rest of society
through particular ways of consumption.

6. Rising Standards
and Opportunities
for living,
education, health
and career
The Me
Characteristics and Trends
Emphasis on
Freedom of
Choice
Rise of New
Consumption Habits
to Achieve the
Constructed Ideal
Self
Changes in
Decision
Making
Processes
Individualism
People valuing
themselves over
the group and
they are making
choices for
themselves
Self-Optimization
Want and need
to make oneself
better and reach
capitalistic
standards of
perfection

7. Growing Emphasis on
Individual
Individualism
The individual is a seperate
identity, responsible for himself
Rising importance of
education and career
Consumption as a form
of self investment
Constant Search for
Identity
Delaying Marriage or
Children
Uniqueness
• Personalization,
customization,
self-differentiation
• Collective of
uniques created
Hedonism
• Normalization
of seeking
pleasure and
indulgence
• Basic needs can
be purchased in
luxury
standards
Singleness
• Products and
services for
single people
are increasing
• Everything is
sold double for
singles!
Opportunism
• Seizing
opportunities is
perceived as
smart
Emerging Values

8. Individualism
New types of consumers emerge
demanding new needs from
brands
Benefit
Seeking
Consumer
Looks for: pleasure, relevance
and self-improvement.
Prefers products or brands that
are identity shaping, self-perception
forming and
confirming.
Reassurance
Seeking
Consumer
Feels stress for making individual
decisions in a collectivistic society
Looks for: recognition, empathy,
understanding and appreciation
Prefers brands that give comfort
through empathy and caring
Prefers products or services that
bridge this strain

9. Individualism
Focus Group 1: Women
Focused
on
Identity
Purchased products or
services must relate to the
desired self-identity
More likely to delay
marriage and having kids
and focus on
self-improvement.
Prefers products or brands
that are identity shaping,
self-perception forming
and confirming.
Will seek benefits such as:
pleasure,
time and cost efficiency,
reassurance for pursuing
individual goals,
appreciation
Would prefer brands that
give confidence and
support
Focused
on
career
Will seek
benefits such
as time and
cost efficiency
Will prefer
brands that
support their
individual
decision-making
Focused
on
career
and
Family
Would prefer brands
that empathizes with
hardships of carrying
out the two roles
and appreciates their
efforts.
They will prefer
brands that do not
value one choice
or status over the
other.
Focused
on
Family
Prefer products that
strengthen their
identity and
empower them in
the houseold
Would relate to
brands that reassure
them from the feeling
of missing out from
the career path and
appreciate their
hardwork.
Focused
on a New
Life
Seek products
that open ways
of re-building an
identity, re-starting
a path
Prefer brands
that recognize
the chance for
mobility and
flexibiity in
older ages as
well.

10. Individualism
Focus Group 2: Youth
11-13
Years
Old
Prefer products and
brands that help them
overcome their confusion
with their identity.
Brands that help them
conform to their
surroundings while also
recognizing they are
individuals wiill be
preferred
14-17
Years
Old
Will seek products
that strengthen
self-image,
not lose
conforming
qualities but
also create a
differentiating,
unique
identity
Products
that give
reassurance
about future
decisions
18-22
Years
Old
They have higher
control in decision
making so products
or brands chosen
would be
supportive of their
independent
choices, confirming
their individuality
and comforting
them against the
uncertain future.
Will seek time and
cost efficiency
22 Years
and
Older
Most likely at the
end stages of
building an identity
and will look for
products that only
reflect the way
he/she sees herself
Time and money
constrains increase
Discontinued
Education
Cost-efficiency
may become
more important
than identity-shaping
products
Prefer brands
that recognize
their limited
access to the
market and
position
themselves as
‘’fast and
easy
consumption
= quick and
desired
identity’’

11. Self-Optimization
‘’I can perfect myself using
technology and reach standards of
the capitalistic society’’
Road to ‘Perfection’:
Technology and
Consumption
Perfection: efficiency,
effectiveness,
productivity
Friendly Technology
• People have become like
smartphones and products of
mobility
• Self-downloaded
applications are wearable
and ambient technology
• Preferred products make the
user ‘’better’’, ‘’ahead of the
game’’
Hyper-Efficiency
• Quest for becoming best you
can become in the shortest
time
• Time management is key:
products that help are
preffered
•Moving forward gives a sense
of rush and hunger for more:
products that sooth this and
motivate are preferred
Multifunctionality
• People are expected to be
proficient in more than one
thing
• Products that reflect the user
should be multifunctional as
well
• Brands that clearly state the
products function can help
information overflow here
Emerging Values

12. Self-Optimization
Brands that keep their promise on
the pursuit of ‘perfection’ and
‘smartness’ will be optimizing the
decision-making process.
’
Value Seeking
Consumer
Wants to build the desired
‘smart’ image
Products that save time
and increase productivity
will be preferred
Wants to feel stronger
than the technological
products they use.
Competitive
Consumers
Wants to gain competitive
advantage through a new
product
Wants to know how to
make the best out of the
product
Multifunctional
Products
Increase in capability
expectations from
products
Customers valuing
multifunctionality will want
multifunctional products
A product with secondary
or tertiary latent functions
that the consumer figures
out herself can empower
her and create a
connection with the brand.

13. Self-Optimization
Focus Group 1: Women
Focused
on
Identity
Wants value-adding
products with clear
benefits to the individual
Products with a sense of
uniqueness and
differentiated qualities.
Women will want to gain
competitive advantage
through consumption and
familiarity with technology
Focused
on
career
Time and Cost
efficient
products
Brands that
confirm women’s
decision making
process
• Empathetic and
strong brands
willl support the
challenging
career path
Focused
on career
and
Family
Products that can
build a bridge
between the
business woman
and mother
Brand loyalty will
be built on
comfort and
appreciaton for
women who are
challenged to be
‘smart’ and
‘perfect’ in both
areas
Focused
on
Family
Time and Cost
efficient products
Products that
appreciate the
women’s role in the
household and
greater society
Multifunctional, effective
and productive products
to help women meet
expectations of husbands
and kids (therefore their
own self-expectations)
Focused
on a
New Life
Products that
facillitate the
process would
be
multifunctional
and time
efficient
Prefer brands
that recognize
the societal and
personal
hardships, keep
their promise
along the way are
preferred.
Challenge will be to bridge the gap between
statuses through efficiency

14. Self-Optimization
Focus Group 2: Youth
tech-savvy youth will quickly adapt to novelties
and gain competitive advantage
11-13
Years
Old
Most likely to adapt to
new technologies
• Products that
appreciate their
courage and modernity
for doing so will be
preferred
Sought personal
benefits: social
recognition and
entertainment
Products to fuel
productivity, efficiency
and a better identiy
builder will be preferred
14-17
Years
Old
Desired products:
• Nourish the
build identity
• Support
individual
decision making
• Time and cost
efficient
Competitive
advantage will be
gained through
differentiating
products
18-22
Years
Old
Brand loyalty will
be created by
• Keeping promises
towards a clear-defined
‘perfect’
and ‘smart’
identity.
Competitive
advantage will be
through
adaptation and
know-how of
novelties
Brands that give
comfort to the user
by supporting their
decisions
22 Years
and
Older
All functions of a
multifunctional
product must fit
the built identity
of the consumer
Brands that
understand the
consumer’s time and
cost constraint,
importance of
developing
relatiıonships and
fear of the future will
be preferred.
Discontinued
Education
Consumers may
feel ‘left behind
the more
educated, tech-savvy
peers
Brands that offer
more efficient
outcomes and
higher productivity
and effectiveness
will be preferred
because these
consumers will
hack the time
consuming process

15. Enduring Collective
Values and
Interdependency
The
Us
High Desire for
Social Cohesion
Collectively Unique
Identity Manufacturing
via Mass Consumption
Rise of Innovative
Community
Building Practices
Neo-collectivism
the group has great
value and emphasis
in society although
it does not
hegemonize the
growing individual
Consumerism
global culture of
becoming through
consuming
dominates Turkish
consumers as well

16. Neo-Collectivism
Identity manufacturing indiividuals
forming a collective of uniques
Valorization of Social
Ties
• Rising loneliness
creates a need for
sense of community
• Products that offer a
collective sense of
togetherness
Sought Acceptance
• Consumers want to be
liked and accepted in
the group because it
strengthens her ties to
community.
• Mainstream trends can
be approached by
consumers who do not
go through an
extensive decision
making process
Innovative
Community Building
• Social media provides
a virtual space for
people to be their
ideal-selves
• Virtual ties built to
overcome loneliness
Emerging Values
Social
Ties

17. Neo-Collectivism
Individual consumers seek
ways to find and stay in a
community
Social
Consumers
Nostalgic Social
Consumers
•Products that remind them of
old communities, give sense of
belonging and warmth
Innovative Social
Consumers
•Prefer products or services that
position the user in a virtual
space to escape their everday
reality and be part of an virtual
community
Collectively
Individual
Consumers
Prefers individual decision-making
End goal is to have a place
in the community:
conforming through
individuality
Consumer
Positioning /
Differentiating
Products
Products that serve to
define who the consumer
is by relating to her
position in the community
and the community’s
position in the society
Status, prestige and
distinction promising
products can be preferred

18. Neo-Collectivism
Focus Group 1: Women
Focused
on
Identity
Creating a concrete image
is important for
conformity, a place in the
community and social
recognition  products
that challenge their
developing self-image will
be preferred
Likely to be young,
İnnovative social
consumers will be part
of online communities
• Products and services
that create desired
image online
Products that
differentiate enough
to be unique but not
too much to cause
scruinty
Focused
on
career
Having their
choice challenged
by the society,
women will prefer
brands that
• Recognize this
conflict
• Serve to comfort
and appreciate
working women
Collectively individual
consumers will want
to differentiate
themselves from
other business
women
Focused
on
career
and
Family
Products creating a
bridge between
collective
expectations and
individual choices
They will prefer
time and cost-efficient
products
so they can
maintain both
roles
Brands that are
supportive,
empathetic,
encouraging
Focused
on
Family
Will prefer low-risk,
well-known
products to have a
safe environment
in the house and
ensure their role is
maintained.
Unique Case:
unemployment and
number of
housewives are
incresing, creating an
influx of active
internet users doing
online shopping and
joining social
networks.Users can
find opennes and
freedom while still
maintaining their
position in the
household.
Focused
on a
New Life
Will become both
nostalgic and
innovative social
consumers
because they hold
on to old values
while wanting to
be part of
something new.
Brands that are
supportive of their
decision
Products or
services that
facilitate the
adaptation process

19. Neo-Collectivism
Focus Group 2: Youth
11-13
Years
Old
İnnovative social
consumers seeking
products or services that
provide a digitalized sense
of community
Brands that redefine
constantly changing
defitinitions of family,
group, community,
neighborhood and
traditions and make them
familiar to teens will be
advantageouıs
Brands that confirm
position in society and
do not particularly
nonconform
14-17
Years
Old
As collectively
individual
consumers they
will look for
products that fit
with their
identities
Emotional
fluctuations may
cause an increase in
impulse buying and
short-term products
Collectively
acceptable yet
unique products
18-22
Years
Old
Increased fear of
the future will
create a nostalgic
desire to go back to
their childhood.
Nostalgic products
can help the
consumer through a
mild existential-crisis
Innovative
community
builders will
perceive new
social ties as
precious.
22 Years
and
Older
Products, brands
that form a
community with
alikes of consumers
Desire for social
acceptance will be
lower than previous
years
• Expected increase
in collectively
individual
consumers
Discontinued
Education
Will try to
overcome
collective fear
of missing out
through looking
for quicker
ways to be up-to-
date
• Short term
products
• Social
networks
Prefer brands
that recognize
their time
constrain and
provide
feasible
solutions

20. Consumerism
It is more than purchasing
power: buying now has meaning
Melting
boundaries
between social
Manufacturing
Identities
• Consumers
will consume
products that
relate to their
identities
• Decision
making will
be done as
first step of
identity
manufacturing
Social Pressure
• People feel
the need to
create
themselves
through
consuming
like (or
unlike) their
surroundings
Public Scrutiny
• Consumers
have new
demands,
needs and
desires from
the market
and
companies
are under
scrutiny to
meet these.
Abstract Economy
•The search for a meaning
in consumption will push
consumers to prefer
brands that relate to their
understanding of
experience, values and
time.
•Value-adding activities
with physical, social,
cultural and emotional
benefits
•Past values will be
reminisced with nostalgic
locations or services
•Consuming time with fast-resting
services,
destressing..
Westernization
•Turkey has long
had the tradition
of looking to the
west for
modernization
•This desire +
products visible
in the media =
consumers with
western
consumption
habits and
predilection for
consuming
western
products
New
Subcultures
• Multicultural
nature of
Turkey would
generate new
subcultures
because
different
cultures
adopt
different
consumer
behavior to
express their
identities
Emerging Values
classes
People self identify with
groups through similar
consumption habits
Ready-to-
Consume
products
increase so much that
abstract concepts like
experiences, feelings and
even time will be in the
market
Consumer
motivations
shifting
Desire for MORE and
BETTER overpower needs
and values
Mass media
has the greatest power in
effecting decision making

21. Consumerism
What do you buy? Where,
how, how much do you buy
it? What does buying mean
to you? .
Identity
Manufacturers
Products or services that
complement the
consumer’s ideal-self, fit
their characteristics,
ideologies, ethics and
taste
Brands that seem
trustworthy enough to be
co-creating yourself will
be preferred.
Cohesive
Products
Similar people will prefer
similar products because
they reflect who they are
• This will incresae social
cohesion
Products with a desired
character that give a
sense of ‘’us’’ while
consuming will be
preferred
Associative
Products
Individiual consumers will
prefer associative products
that relate their decisions
to the larger society.
These products, services
or brands are accepted by
the consumerist society as
associated with a certain
group, value or trait,
making consumers feel at
comfort while consuming
More

22. Consumerism
What do you buy? Where,
how, how much do you buy
it? What does buying mean
to you? .
Confused
(Unconscious
)
Consumer
Products/Brands
with direct
messages help the
consumer overcome
the overwhelming
visual and
information
overflow
Mainstream
products and trends
will be preferred
because it will be
confusing to
understand the
temporality of
trends or fads
Conscious
Consumer
Search for a new
understanding of
price-value ratio
Social and
environmental
values will have
great importance in
their decision-making
process
Active
Consumer
Will have strong
expectations from
products consumed.
Collective of active
consumers will
create public
scrutiny that
demands
transparency, lower
prices, higher
quality and social
and environmental
benefits.
Reactive
Consumer
Have the qualities and
excpectations of both
active and conscious
consumers
Will look to buy
products that help her
consume less
In fact, she will be
one of the most
particular
consumerist of the
society because the
constant scrutiny will
shape her
consumption habits
in all senses

23. Consumerism
Focus Group 1: Women
Focused
on
Identity
Prefer brands or
products that she can
identify with
• Products that form a
personal
relationship with the
consumer will be
preferred long-term
• Brands that are ‘’by
her side’’,
‘’trustworthy’’, ‘’in it
together’’
Growing trend on
environmentalism and
social awareness can
become part of a
consumer’s identity
• May shift to become
active, conscious or
reactive consumers
and subject
companies to public
scrutiny
Focused
on
career
Prefer
associative
products to
maintain and
reinforce
identity or roles.
Her job is crucial
because it helps
her maintain her
position as a
consumer
• Therefore
products or
services that
relate to her
career path will
be also relating
to her identity
Focused
on career
and
Family
Associative
products that
relate to
• Strain they feel
• Hard-working
• Multitasking
personality
Active and
conscious
consumers
considering the
future and caring
about
environmental and
social consequenes
of consumption
habits
• Values and ethics
of companies will
be important
Focused
on
Family
Women will be identity
manufacturers of the
entire household:
cohesive products will
hold them together and
associative products will
define their roles and
identities.
Considering their children’s
future, they will be
• active consumers
demanding transparency
and environmentally
sound practices
• Conscious consumers
looking for the ingredients
and production method of
product
Focused
on a
New Life
Looking for
associative
products to
build identity
and cohesive
products to
hold on to
collectivistic
values
They will identify
themselves with
brands that are
innovative, risk-taking,
in search for
an answer or giving
the answer of an
important iissue.

24. Consumerism
Focus Group 2: Youth
11-13
Years
Old
Identity builders looking
for associative products
Brands that have a similar
sense of ‘freedom’ and
‘independence’ that they
seek
May be
unconscious/confused
consumers as they do
not exactly know what
they want to become.
Their rejection of the
mainstream can
become mainstream
itself, and brands that
indirectly tackle this
issue would be
preferred.
14-17
Years
Old
Will look for
associative
products that
relate to their
self image
More likely to be
conscious
consumers,
knowing what
they want
18-22
Years
Old
Likely to be active
and conscious
consumers, they
will have a deeper
understanding of
surroundings and
morality
• Ethically sound,
environmentally
conscious and
valuable products
will be preferred
Content will
become more
important than
packaging
22 Years
and
Older
Further awareness
on social and
global issues can
shift them to
reactive
consumers
Will look for time
and cost efficient
products because
they relate to his
struggle of not being
able to fit into the
consumerist society
as well
Discontinued
Education
May stay as
unconscious/confus
ed consumer
seeking hints or
clues to follow and
eventually become
someone through
consuming like
someone
Quick, feasable way of
directing consumers
towards a quick solution
for a potentially desired
self would be attractive
Role models,
aspired
personalities can
be of guidance

25. The
Movement
Characteristics and Trends
Fast-Paced Urge
Towards Moving
Forward
Increasing
Global
Modernity And
Connectedness
Modernization
Total of social,
economic, cultural or
technological
transformations that a
society goes through
to become a defined
sense of ‘’modern’’
Urbanization
Process including
growth of cities and
number of people
moving into them.
Has both positive
and negative
consequences.
Globalization
Rise of international
trade and use of
information
technologies have
led to an
increasingly
integrated world.
Technology
Helps Moving

26. Modernization
While “modern” is an ambigous,
culturally relative term; socities
still strive to become it
Changing Definitions of
Modernity according to
Cultures and Country
Modernity No Longer
Seems to be a Choice
Constant Desire to
Move Forward
Changing Importance
of Time
•Key to
modernization is
moving ahead in
time
•Competitive
advantage is gained
when you move
faster than others
•People want to
belong to the
movement but be
ready for the future.
Fear of Missing Out
(FOMO)
•‘Global Endemic’
•Desire to be up-to-date,
not miss social
opportunities and
events have created
a society that fears
exclusion from the
group because
he/she might fall
behind
Innovation
•Innovation is the
driver of
modernization
•Can be
technological or
social
•Creates new ways of
production,
consumption, being
and living.
Technology
•Inseperable part of
modernization
because fuels
innovation and helps
people be in (or
ahead) their time
•Choosing to avoid or
adapt to technology
can be perceived as
an individual’s stand
towards modernity
Newness
•Urge to be someone
new, part of
something new, lead
something new
•Individuals with lack
of personal will
power to do these
may turn to popular
culture or
mainstsream sources
to be modern
Emerging Values

27. Time
Consumers
Aware that modernization
pushes time but is also
bound by time
Products or brands that have
a sense of time (futuristic or
nostalgic)
•or play with a sense of time
(‘’timeless’’). These products
can help the individual be up-to-
date and not worry aboıut
‘’what’s next?’
Short-term Products: help
user get back on track
Long-tem products: keep the user
in the modern race and keeps its
promise
Racers
Will adopt a
definition of
modernization
that fits their
ideologies and
self-perceptions
• Brands or
products with
clear sense of
‘modern’ can be
preferred
Rejectors
Some consumers will want
products that do not place
them in the race but rather
Will prefer:
• Products that get them
ahead of time
• Brands with an innovative
identity (as if it’s from the
future)
keep them out of it
Some consumers may want
products that keep them
‘modern enough’ to not fall
behind
Modernization
The impossibility of complete
modernization and changing importance
of time is creating new types of
consumers

28. Modernization
Focus Group 1: Women
Focused
on
Identity
Prefer long-term
products that they
see potential as
staying with them
throughout their
identity building
process
Timeless and long-term
products can
boost confidence for
identity builders
Nostalgic or futuristic
products can add an
edge to the
consumer’s character
Focused
on career
Racer: Will look
for
technological,
innovative
products that
will keep
herself ahead
of her
competitors
Limited
availability of time
will cause her to
• value breaks,
holidays,
relaxing
moments
• Make the most
of her leisure
and business
time
Focused
on
career
and
Family
Will seek both
nostalgic products
to pass on past
values to future
generations but
also will try to
understand
futuristic products
for the sake of her
child
May be more likely
to adapt to
technological
innovations if they
help her make use
of her time mrore
• Can also help
avoid FOMO
Focused
on
Family
Spending most of
her time in the
household, a
housewife may
experience FOMO
• May want to
close the gap by
using innovative,
technological
products for
chores and
children products
Feeling distance to
technological youth
may create a longing
for old times and
therefore a
preference for
nostalgic products
Focused
on a
New Life
Aiming to
redevelop
herself,
consumer may
be likely to
choose one of
the ends
(rejector or too
adapting)
Seeing herself as an
innovative project,
innovative products and
new ideas will seem
familiar

29. Modernization
Focus Group 2: Youth
11-13
Years
Old
Beginning of their identity
building process,
consumers will be more
likely to take risks with
technological and
innovative products
Young age will enable
them to look for short-term
products that are
new and quickly gain them
social recognition
They will be least likely to
be rejectors of technology
and modernity
14-17
Years
Old
As life gets
busier, taking
time off will
start getting
valued
Racer
Consumers will
experience
FOMO and will
try to close the
gap through
consuming time,
experiences and
values to
equalize
themselves with
others
18-22
Years
Old
Long-term products
will help consumers
reassure they have
built the right
identity and are
making right
decisions for their
future
Technology and
innovation will be
facilitators for
decision making,
not the end goal
22 Years
and
Older
Some may
become rejectors
as they shift into
different
ideologies and
career paths,
creating a desire
for nostalgic
products
Life that is getting
more and more busy
will create emphasis
on the importance of
time.
Discontinued
Education
May become racers
who look to find
product or services
with fast results and
high symbolic
qualities to make
him seem modern
• i.e: having an
iphone for its
symbolic
importance
May become rejectors
because modernity may
seem like it belongs to a
different social class and
may create frustration

30. Migration: End of
Agriculture
Urbanization
Cities have become organisms that
are constantly growing into more
active, populous hubs.
Rise of
Industrialization
and Service
Economy
Hubs of Economic
Activity
Desire to be Part
of Something
New, Bigger,
Brighter
Women Feeling in the
Void
• Rural areas are
hollowing out and end
of agriculture is
decreasing
employment among
women who used to
previously work in
agriculture
• Mothers in rural areas
are likely to feel
purposeless because
new generations are
moving into the cities
for better education, job
and other opportunities
Cities as the Source of
Money
• Immigrants and city
dwellers perceive the
city as a place to ‘’move
forward’’, be part of
something bigger, have
more access to
technological products
• People tend to look
more into opportunities
and chances and are
optimistic about the
future
Constant Stress
• City dwellers may view
the city as a giant in
constant growth that
never lets go of its
traffic, population and
pollution.
• Cities can be
overwhelming
Housing
•Overcrowded cities have a
hard time with hosting it’s
citizens
•Abusive construction
companies overlook
environmental and social
issues and importance of
public spaces and nature in
the city and go ahead with
construction plans.
•Lack of space has made city
dwellers accustomed to ‘fit
in’ to smaller spaces
Emerging Situations
Hubs of
Opportunities,
Quality and
Access

31. Urbanization
Fast-Paced Living
•Cities revolve around
the clock
•Work hours, spaces of
consumption and roads
all fill up and empty out
rapidly
•Some people may find
this energizing while
others exhausting
Over-Exposed
•Cities are hubs of
diversity and new
happenings, exciting,
weird or dangerous
events happen all the
time.
•While someone living in
a rural area sees few
people and diversity, an
urban dweller is
exposed to more
varietries of life. She is
likely to assume this
openness to diversity
as a universal quality
of modern spaces and
embrace it as a value.
Loneliness
• People are likely to
feel like a ‘’Small fish
in a big sea ‘’ living in
the city
• While some enjoy
anonymity, others
may feel lonely.
Emerging Situations
Whether or not people feel part of the rush or
excluded by it, being in an urbanizing space
has some expected outcomes
Loss of Green Spaces
• Increasing
urbanization
increases
construction
• Unless taken special
care, green spaces
and public spaces
may be omitted
-It gets harder to find
a space to socialize
without it being a
consumption space
• Having a close
relation with the
nature, many Turkish
people long for it

32. De-Stress
Economy
Consumption of Time:
scarcity and value of time
will create a demand for
time-efficient products
and time saving services
Products or brands that
promise a satisfying
relaxing experience where
the user can get away from
everyday hussle
Consumers may focus on
environmental, spritual
and social activities to
nurture themselves
Further rise of escapism:
virtual, online, fantasy spaces
and products will help
consumers distance themselves
Overwhelmed
Consumers
Will look for brands
or products that
are simple, to the
point and serving
it’s promising
function.
Brands that avoid
visual overflow and
ease the user’s
decision making
process
In-the-Rush
Consumers
Cities are hubs of
modernity and being
part of it is part of the
consumer’s identity:
they enjoy it and are
proud of it.
Along with the loneliness
they feel, best friends of
the consumer may
become new products
and technology as well
as innovative brands.
Industry
of Lonely
Individuals feeling aimless
and just being pulled and
pushed by the stream of
rush in the city will look
for ways of attachment
and building relationships
Brands with a
community identity,
products with a unique
relation to the
consumer or
technological products
and services that
become a companion
would be preferred.
Urbanization
Growth of cities is creating new
desires for the consumer and new
economies

33. Urbanization
Focus Group 1: Women
Focused
on Identity
Likely to be young,
women will be busy
rushing around and
may want to de-stress
in their own time
•Brands that are
empathetic towards
their rush and
products that create
the time will be
preferred
Overwhelmed
consumers can
become reactive to
the rush, traffic,
construction and
pollution of cities.
Companies with
similar ethics and
values would be
preferred.
Focused
on career
The rush of the
city can be
motivational.
Time and cost
efficient products
would help her do
better.
Because they like
self-achievement,
products or
services that give
the business-woman
the
decision-making
power will make
her satisfied.
Brands that
recognize and
support strength
in women will
make them
empowered in the
workspace as well.
Focused on
career and
Family
High demand for de-stressing
products as
they will be both
overwhelmed by the
city and won’t be able
to escape from the
rush of it because she
is on a tough balance.
Feeling this stress,
products that help her
hold onto both and
brands that recognize
this and find
city-appropriate
solutions (for example
city bikes with baby
seats) will be
preferred and
appreciated.
Focused
on Family
Women in the city are
likely to feel...
Lonely because her
husband and children
are likely to spend time
away from the house
during the day, she
might deal with her
loneliness through
online sources.
Worried about the
future because they
have children and they
want better
preservation of public
spaces and safety
Focused on a
New Life
Brands that empower
women’s decisions can
help them overcome
feeling excluded. Relaxing,
comforting and
empowering products can
help this.
Starting a new way of
living would make them
more susceptible for
change and they can start
to like or reject the rush
of city (or rural life)
Women in rural areas may feel in a void because
there is not much left to do with agriculture and new
generations are moving to the cities.
•Brands that have a respectful, empathetic,
compassionate approach would be preferred

34. Urbanization
Focus Group 2: Youth
11-13
Years
Old
Less likely to feel
overwhelmed and
stressed by the
negative aspects of
the city, they will feel
energized and will like
the eye-catching
visual and cultural
objects.
Their urge to play and
socialize with peers
may be limited by the
lack of public and
natural spaces and
products or services
that provide
entertainment in
alternative spaces can
be preferred.
14-17
Years
Old
Moving on to high
school, they will
be more aware of
the rush and
stress of the city
but will still be
less likely to feel
overwhelmed or
stressed out by
the city. Products,
brands that give a
sense of safety
for environments
in the city and
have a ‘hip’ and
‘modern’ image
can be preferred.
18-22
Years
Old
Starting to be aware of the
negative aspects of a city,
they will be both
appreciating the vastness of
opportunities and trying to
minimize the stress they feel
from them. The abundance
of choices may become a
source of stress at this age
and products/brands that
clearly define themselves as
serving one (and best)
purpose would be preferred
Social activities and sports
can be their escape from the
city and brands or products
that fit into these activities
can create a bond with the
user. (i.e. Sprite and
Basketball)
22 Years
and
Older
Remembering their
childhood when the
city was a more quiet,
calm space, they will
like escapism.
Increased awareness
on social,
environmental, global
issues can make them
adopt different
consumption habits
within the city.
They may be reactive
to abusive
construction,
destruction of public
spaces and may
change their brand
preference
depending on the
ethics and values of
corporations owning
the brands.
Discontinued
Education
Not really a part of
the fast-paced,
industrial rush of the
city, young people
with discontinued
education are likely
to feel overwhelmed
by the quick living
around them.
Because it seems like
the way of living in
the city, they may
look for products or
services that put
them on the track
with other racers and
may fight their
loneliness through a
frustration towards
the system of the
city. Brands that
recognize the
frustration and offer
comfort and a
community would be
preferred.

35. Globalization
Nations are becoming more open and
connected and taking their places in the
global unity.
Global Push Towards
Becoming More Global
Information
Technologies Connecting
The World
International Trade
Integrating Nations and
Regulating Relationships
Openness
•Information, ideas
and culture are
spreading around the
world via WWW.
People have access
to any information
they want, whenever
and wherever.
•Technological
literacy and access
to internet creates
new, socially
unequal classes.
Adaptability
•Many societies have
accepted the global
economy and has
adapted to the
globalizing push
forward.
•Any exemplary steps
within this
framework easily
becomes a blueprint.
Changing Cultural
Flows
•Culture is no longer
something to be
affected by
proximity, nations or
individuals can be
culturally affected
from others that are
on the other side of
the world.
Being ‘One’
•Those in the
globalizing flow of
the world perceive
themselves as ‘one’,
thinking the world is
moving together
towards the future.
•Time differences and
distances across
nations are
becoming less
important.
Weakening
Uniqueness
•Adapting to the
world may cause
some nations,
societies or
individuals to feel
like they are
abandoning their
existing unique
cultural qualities or
slowing down on
cultural creation.
Emerging Values

36. Adaptors
Adapting to the flow of
globalization is mainstream, it
opens new doors for
international growth and
interaction.
Globally adapting consumers
would be more likely to adapt
to popular cultures, would
look up to societies that are
‘global’ and ‘open’ and would
prefer companies or brand
images that are internationally
accredited.
They would prefer products or
brands that place them in a
global community.
Rejectors
Choosing to reject
the globalizing
world as a nation,
group or individual
has a lot of
meaning and
becomes part of an
identity.
Rejectors are
likely to join
subcultures,
prefer local
brands, care
about cultural
preservation of
communities.
In-
Between
Not everyone is a complete
adaptor or a rejector. Some
people may choose to make
use of information technologies
and be part of the global
economy while still caring
about preservation of
communities and local cultures.
Global brands that recognize
local characteristics and provide
internationally trustworthy
products that are suitable for
local qualities would be
preferred.
Globalization
The ideological stance of consumers
in a globalizing world divides them
into three groups

37. Globalization
Focus Group 1: Women
Focused
on
Identity
All three consumer types
can be seen in this category,
main common characteristic
is that they are open to the
vast opportunities provided
by information technologies.
Adaptors will prefer brands that
offer global communities, these
communities can be through social
media.
In-Between Consumers would be
aware of both global and local
movements and prefer brands that
are internationally renowned but
have positive local impact.
Rejectors would be seen the least
in this category but given its strong
characteristic, rejectors would
stand out from their peers and
may engage in ‘green’, ‘local’
communities. Brands that are ‘best
in the world’ or products produced
far away are not attractive, they
want to know the product is local
or helps a local community
somewhere.
Focused
on
career
Rejectors may be
upset because
they prefer local
products, but
importance of
cost-efficiency
leads them to
consume global
products. Brands
with professional
image without
strictly enforcing
a ‘global’
characteristic can
address this
issue.
Products or services
that increase
adaptor’s IT
efficiency and brands
with a global,
professional image
can be relevant.
Focused on
career and
Family
Global brands
that appreciate
the efforts of
the ‘mom and
business
woman’ would
be preferred.
Feeling the
empathy of a
company from a
far place in the
world increases
their
connection with
other working
mothers around
the world and
empowers
them.
Focused
on
Family
Adaptor
mothers and
housewives
would prefer
what is best for
their household,
be it local or
international.
Rejectors would
be seen less in this
category but those
who are would
prefer local
products and fight
for the culture of
their communities
as they desire a
future with not
just a better world
but also a better
community for
their children.
Focused
on a New
Life
Seeking recognition and
understanding, women
starting a new life can
find this globally or
locally.
As they are re-building an
identity, they can become
adaptors, rejectors or in-between
consumers and
make this consumption
habit a big part of their
identity.
Whether global or local,
a brand that recognizes
the hardship of starting a
new life as a women in
Turkey and providing a
sense of community
would be preferred.
• This community can be
virtual through IT

38. Globalization
Focus Group 2: Youth
11-13 Years
Old
People aged 11-
13 years old will
likely to be
adaptors and
prefer globally
renowned
brands that can
create a ‘cool’
identity not just
in their
immediate
communities but
anywhere around
the world.
14-17
Years Old
Most people aged
14-17 are likely to
be adaptors and
would prefer
‘globally cool’
brands as well.
As they are in high-school
and their
world visions are
growing, some may
fall into the in-between
category
and prefer
differentiating
themselves from
the pop-culture
affected peers by
choosing local
products or brands
with a positive local
impact.
18-22
Years Old
‘Globally Cool’ brand
images would be
found relevant by
adaptors
‘Globally
Alternative’ brand
images or images
that relate to a
specific subculture
around the world
can be preferred
Some consumers may
become rejectors and
prefer local products.
They can relate to
socially and
environmentally
conscious brands and
consume them as part
of their identity.
22 Years
and Older
An increased
awareness of
globalization and its
positive and
negative
consequences can
push individuals to
being an adaptor,
rejector and in-between
and
strengthen their
position.
Number of rejectors may
increase, affecting their
communities’
consumption habits and
ideologies. Brands trusting
only their ‘global’ image
may have to fight for these
on-the-fence consumers
with alternative local
products, benefits and so
on.
Discontinued
Education
Likely to be an
outsider to the
globalized world
economy, they
may feel rejected
by globalization
or feel confused
by what it
means. However,
they are still
likely to be
wanting to be a
part of it, and
products with
openly global
images or
services through
IT that helps
create global
communities
would be
preferred .

39. Movements
against
Movements
The
Backfire
Environmentally,
Socially and
Culturally
Conscious
Emphasis on
Communities,
Local Cultures
and Diversity
Seeking
Alternative
Futures
Communitarianism
ideology that recognizes
importance of social units
for the larger society and
sees responsibility in the
individual for preserving
social culture and order.
Sustainable
Growth
The decline of natural
resources, biodiversity
and social inequalities
signal a need for a
systemic change for the
future of growth

40. Communitarianism
Collaborating, sharing systems
can be a solution to loneliness
and social disconnectedness
Peace in the
Community
Is motivation to create, produce,
coexist
Alienation, Loneliness
While individualism can increase
competition and make some people
‘better’, it can also create loneliness
Collaboration
Goals can be reached more
efficiently and easily when done
together
Modern Sense of
Dependency
• While many associate
urbanism or modernism
with individualism,
individually choosing to be
part of a community
empowers the individual,
creates social value and
gives meaning to their
presence.
Co-Housing and Co-
Working
• Spaces increase social
interaction and cultural
integration among
different people,
something cities and
the world order does
not necessarily provide.
Characteristic
Neighborhoods
• Enforces a sense of
community
• Strengthens social
ties
• Motivates
Emerging Values

41. ProductsWith
Positive Impact
Can be social,
environmental or
cultural.
• Company might be
empowering a
socially
disadvantaged group
or an
underdeveloped
region
•A portion of profits
might be donated to
a social cause
regularly
• The purchase might
directly help the
farmer or producer
earn
Sharing
Economy
With the use of IT,
people can share,
rent or buy products
and services from
other people.
Opens space for social
interaction and
cooperation
People earn rather than
corporations
Cost-Efficient: more
economic than market
prices
Communitarianism
Valuing the community and local
cultures mean adopting consumption
habits that strengthen them.

42. Communitarianism
Focus Group 1: Women
Focused
on
Identity
Supporting
communities and
local culture will
become part of their
identity. They will
still feel like
individuals having
the decision-making
power but will know
their consumption
choices has positive
impact for their
community.
Local products, brands
with local positive
impact will be
preferred.
Focused
on career
Cost-efficient products can
be found in the sharing
economy or in local
produce and purchase
groups.
Products or services that
reinforce collaboration will
help her see productivity and
efficiency can be increased
with collaboration and can
create brand loyalty.
Having the decision-making
power to choose products that
have positive community
impact will give her an
empowering, modern sense of
dependency.
Focused on
career and
Family
Working mothers
will make use of
the sharing
economy to find
cost-efficient
products.
They may have
limited time to
collaborate in
community events
and may feel left
behind, but brands
that directly relate
them to a group
can help them
overcome this
feeling.
Focused
on Family
As her household
has the greatest
importance in her
life, having it in a
community where
everyone cares
about the
community will
her. They might
move into co-housing
spaces
with other
families or prefer
neighborhoods
that are suitable
for their children.
Products or services
that recognize the
importance of
family, community
and enforce social
cohesion would be
preferred.
Focused on
a New Life
Products or
services that
create a sense of
community and
brands that
promote local
cultures would be
preferred.
Seeking
understanding and
empowerment,
deciding to be part
of a community
and adopting
certain
consumption habits
would become part
of her identity and
give her a sense of
modern
dependency and
empowerment.

43. Communitarianism
Focus Group 2: Youth
11-13 Years Old
It Is rather unlikely for a
12 year old to choose this
way of consumption
unless the family
implements it. In that
case, they might be
exposed to brands and
goods of the global
economy that may seem
attractive to them. Brands
or local products that are
succinct in
communicating how it
has positive impact and
why it is important can
overcome this issue.
In the midst of adolescence,
children might associate
being independent as being
cool and might find these
ways of consumption
irrelevant.
14-17 Years
Old
Moving onto
high-school,
children are
likely to search
new and
alternative
identities.
Adopting a
socially
conscious
identity can be
one of them.
Choosing to buy
local products
can be
empowering
them.
Brands that
communicate
their local
identities clearly
can be preferred
to choose
associative
products.
18-22 Years
Old
18-22 year olds are
more likely to be
aware of the
importance of
communities and
ways to strengthen
them. A clear brand
image can help them
choose products with
positive impact
Cost-efficiency
and shelf life
might be the
biggest
barriers in the
purchasing
decision.
22 Years
and Older
Moving onto a
family or career life,
cost-efficiency is still
important
Contemplating about
their future, they
might invest in their
communities and
local environments to
live in a space they
want to. Brands that
are long-term
thinking and
communicate long-term
positive impact
of their products
would be preferred.
Discontinued
Education
Feeling like an
outsider the
global economy,
modernizing
world, fast-paced
living; people
with discontinued
education are
unlikely to adopt
a communitarian
approach to
regain
communities and
preserve local
cultures. Brands
clearly
communicating
why these
products matter
can be educative
and might change
consumption
habits in the long
term.

44. Sustainable Growth
The growth of the World can not be sustained for a long
period of time and new environmental, economic, social
and cultural systems should be built.
Conservation of
ecological and social
diversity
Realization
that the current growth pace is not
good for the environment and
societies
Hoping for a
better future
Equality
•Equality: regulations are
increasing to protect
farmer, worker,
manufacturer’s rights
and protect them from
overpowering
multinationals.
Diversity
•Diversity is appreciated
in social life because it
brings different
perceptions together, it
provokes thought and
breaks down previous
prejudgments.
•Ecological diversity is
appreciated because it is
important for
ecosystems.
Appreciation and Respect
•People have grown a
new way of appreciation
and respect for nature,
farmers, local workers
and other people who
are adopting sustainable
ways of living. This
creates new ways of
collaboration and
enforces social ties.
Knowledge
•In a newly growing
subject, knowledge is
power. Those who have
information on
sustainable ways of living
can use it as part of their
identity, have advantage
in the long term..
Emerging Values
More

45. Sustainable Growth
The growth of the World can not be sustained for a long
period of time and new environmental, economic, social
and cultural systems should be built.
Uncertainty
• That natural resources of the
world are not infinite and this
way of growth can not be
sustained is a fact. However
there are people who don’t
know and others who do not
see this as an issue in their
short-term goals.
• For some, the social and
environmental value created
through sustainability is a dead
investment, although it does
have long term financial
turnover.
Green is Good
• People have started to prefer
products that are ‘green’, ‘eco-friendly’,
‘organic’, companies
that lower their carbon
emissions and minimize
ecological footprint.
• People who ‘go green’ are
perceived as hip, modern, cool,
forward-thinking..
• But, going green is not cheap
and this can become frustrating
to many people.
SLOW
• Slow movements resist the pull
of fastness of globalizing,
modernizing, capitalizing world.
Recognize that you can move
forward like this without such
speed.
• They may be about Slow Travel
(using on-ground transportation
to be aware of surroundings) or
Slow Food (minimizing
distribution channels, valuing the
local producers, going against
the multinational, unhealthy
fast-food craze).
Emerging Values

46. Want-to-be-
Green
Consumer likes the idea of
‘green’ and associates it
with her personal identity
manufacturing.
Does not necessarily
question if a product
really is ‘organic’ /
‘green’ or just
labeled so.
Really
Green
Consumer
Constantly reads
and learns about
sustainable ways of
living, demands
transparency and
less carbon
footprint from
companies.
Likely to join
subcultures, prefer
local brands, care
about cultural
preservation of
communities.
‘Green’
Products
The word ‘green’
encompensates
many meanings:
-Eco-Friendly
products have
minimum carbon
footprint
-Products with
minimized
distribution
channels
Products with no
GMOs, no
pesticides or
injected
hormones.. -
Fair-Trade
Movement to
support fair
workers rights
for producers
around the
world.
However, this
has become a
major source
for branding
too..
Price-Value
Ratio
Redefined
Consumers seek
social and
ecological value in
products.
Companies
with
positive
social and
environme
ntal impact
are
preferred.
•This adds value
to a product
and also adds
value to the
consumer.
Sustainable Growth
Building more sustainable
economic, social and environmental
systems creates changes in the
market

47. Sustainable Growth
Focus Group 1: Women
Focused
on
Identity
May be really green or
want-to-be-green
consumers.
Really green: look
deep under the
labels and
packaging, knowing
about the brand and
company is more
important than the
font of ‘green’.
Want-to-be-green:
look at the
packaging and be
attracted by its
natural branding.
Focused
on career
Might be
frustrated because
she has limited
time and resources
to invest in being
green.
However if they
adopt it as a new
philosophy/identity,
they might go for
the brands with a
clear
communication on
how they are green
to save time.
Focused on
career and
Family
Need for time
and cost-efficiency
can
frustrate the
working mother
because she has
limited time to
improve her
knowledge and
limited resources
to move onto a
green life.
However, looking
long-term into her
life, she cares about
sustainability and
products that offer
small changes are
attractive.
Focused
on Family
Will care about
fair-trade,
products with
environmental
and social positive
impact because
she cares about
the future.
Products that do
not contain GMO,
hormones,
pesticides will be
healthy for her
family.
Will have respect
and celebration of
diversity in all
aspects of life.
Focused on
a New Life
Might engage in a slow
movement or another
environmental or
sustainability movement.
This can add a purpose to
her new life as well.
She can associate
herself with brands or
products that are
‘starting new’, ‘hoping
for a better future’ and
are innovating and
taking risk for these
purposes.

48. Sustainable Growth
Focus Group 2: Youth
11-13 Years
Old
It is unlikely for
children 11-13
years old to
contemplate on
sustainable
growth but with
interest they
might engage in
an environmental
or social cause.
Products or brands
that provide a
virtual social
network through
this, summer
programs and
communities can be
educational and
attractive to them.
14-17 Years
Old
As more aware of
environmental,
social and economic
issues, sustainability
and green living may
start gaining
meaning.
They can become
want-to-be-green
consumers and find
the ‘green
products’ and ‘fair-trade’
labelings
attractive and
appropriate for
their forming
identity.
Going green is
becoming
mainstream, but is
still an ‘alternative’
and ‘cool’
subculture..
18-22 Years
Old
While some stay as
want-to-be-green
consumers, others
may become Really
Green Consumers
and look deep into
“how and what do
companies produce?
What does green,
organic, eco mean?
Who among my
friends cares about
these?” knowing
more about these
issues can push the
consumer towards
mindful consuming
and differentiate
among peers.
22 Years
and Older
Moving onto career
or family, time and
resource constrain
may limit the
consumer on
learning more and
spending money on
a product.
Although they want to
prefer products with
positive impact, not
being able to afford it
can cause frustration.
• Brands that have
economical
offerings or
purchasing groups
might be
appropriate.
Discontinued
Education
It is likely for
people with
discontinued
education to not
run into the
‘sustainability’,
‘green’ and ‘slow’
hype. They would
not feel left out
either, and facing
career issues,
changing
consumption
habits for future
generations may
seem
unnecessary.

49. Hedonistic
Sustainability
Being respectful to the environment and considerate of the
future does not have to be a burden, it can be a luxury
Collective
Individualism
Loneliness can be avoid and social cohesion can be maintained
in an individualist society that acts collectively Glocalization
Local cultures and identities can easily
become global through WWW and markets
Mindful
Consumption
Knowing what and how to consume
empowers the consumer and prepares
a more sustainable future

50. Collective Individualism is formed by individuals who position themselves in a similar
group of individuals with shared qualities. Some may seek uniqueness, some
experience loneliness in the individualistic world and urbanizing spaces or some are
rejectors of modernization and other notions.
Mindful Consumption originates from the world-leading trend Consumerism. Increase
of knowledge and technological opportunities enable the consumer to be empowered
through making “good” choices for oneself and also the world.
Glocalization is the transformation of local cultures and identities to globally
renowned worlds of their own. While this opens them to being exploited, it can also
open up new spaces for awareness.
Hedonistic Sustainability*: is the idea that what is good for environment does not
have to be an economic burden on oneself. Previous understandings of “green” or
“eco-friendly” products are changing as they are becoming more visually pleasing and
entail hedonistic details.
*term was originally coined by Bjarke Ingles for architecture.

51. All four categories are being pulled away from each other in The Age of
Polarization… until they merge to become amalgams.
The way to rebalance the polarization is through connecting the
complimenting aspects of contradictory trends and creating links
between individuals and meanings.
In a multicultural landscape like Turkey, contradicting trends combined
to become one would seem only natural.