Portfólio final pro minor Trendwatching, curso de tendências realizado na Fontys ACI em Tilburg, Holanda

1. TREND
PORTFOLIO III
Pollyanna Lange de Campos

2. Index
Preface 3
Scope of Focus: Think Globally, Act Locally 5
Trend map 6
Trend support 7
How my personal Trend Map is build up? 12
Apa 13

3. Preface
In the Third and final part of my Trend Portfolio, I
continued with my last scope of focus, that was
Think Globally, Act Locally. I finally discovered a lot
of different applications to this concept, and
realized that is really present in europe specially.
Overall it was though, since the learning process is
way different from my home university, plus all the
new international issues that an exchange student
have to face (adaptation process, culture shock,
etc).
3
But it was a really significant minor for me because
I could see and understand how to apply trends in
advertising and communication strategies. I
understand more what I really want to focus in my
career, I hope to study more deeply trends and if I
have the opportunity, I would like to work with it in
the future. This is just the beginning!

4. Preface
4

5. Think Globally, Act Locally
When diving deep into Nationalism (my
last scope of focus), I discovered the concept
“Think Globally, Act Locally”. And how it
connects with nationalism? Just because of the
feeling of staying in your own country, but the
difference between booth it is that nationalism
don’t want any outside influences, just if its
helps the nation in some way. Glocal is the way
of acting locally and thinking globally, and my
will after discovering this, was to research it
and see its applications in the most different
forms.
Changes from portfolio II
And then, after my research I found
out the most different applications for
Glocal: in business as a marketing strategy
and more, education, in governance, cities,
companies, for individuals, is a very wide
concept.
For example for companies, other
then using Glocal as a marketing strategy,
applying techniques as circular economy or
listening to locals before opening a
franchise to understand what’d be better
for that region, and then applying it.
5

6. Description
Micro
Macro
Mega6

7. Trend support
Mega Trend
Globalization - Our world is becoming both hyper global and hyper local too. This growth and ampliation of globalization is
possible because of internet that is growing though a vast digital marketplace. Making it easier to start ups to go up globally and
emergency markets grow. Companies have to compete in a hyperlocal way and making business disruption is the new norm.
Providing personalized products in a local level is more important than ever.
Sustainability - Sustainability became global. Everything is connected with in different sectors, and each one of then are being
examined or inspect closely and thoroughly: consumer goods, power generation, infrastructure, agriculture, economy, production.
Macro Trend
Minimalism - Promote intentionally the things people most value and the removal of everything that distracts from it. Simple and
consistent. Is it growing (see The Minimalists) mostly because people are tired of the feverish pace of modern life, and have full
connection with Glocal because minimalists think deeply in what to buy, and how it’ll going to affect them and consequently others
too.
Glocal - The combination of the words global and local. An adjective, means “reflecting or characterized by both local and global
considerations.” Going glocal is the same thing as “Think globally, Act Locally”. It’s growing while we can see cities thinking more in
urban planning, companies adopting circular economy systems, people thinking deeply before buying and researching the origin of
the product.
7

8. Resilient cities - Cities that are robust, independent, adaptable and flexible for unexpected events.They do it by
creating their own flow of energy and food as well as developing public transport and bicycle paths. Support comes
in the form of powerful connections in the city, having neighborhoods initiatives, and helping immigrants to integrate
and prevent segregation. This enhance people’s identification with their place of residence and help the city to grow together.
Sustainable fashion - The whole concept of producing clothes, shoes and accessories in environmentally and socio-economically
sustainable pattern, but also the after process of consumption, buying and use, that have to be in more sustainable manner, that
necessitate shifts in individual attitudes and behaviour from the consumer.
Circular economy - The aim of it is to no longer allow products to become waste after their use, but instead, reintroduce them
into the production cycle as secondary raw materials. The cycle begins with a form of recycling and ends with waste mining. Is to
produce, wear, consume with zero waste.
Locavore - Is a movement of people who prefer to eat foods which are grown or farmed relatively close to the places of sale and
preparation. It aim to connect food producers and food consumers in the same geographic region, in order to develop a circular
economy, more self-reliant and resilient food networks.
Zero Waste - Movement that have the circular economy and minimalism in its core. It aims to create a system where all resources
can be resumed fully back into the system.
New sustainability - Sustainability among brands is being reimagined as eco-conscious consumers demand ethical practices,
responsible behavior and innovation to cut excess. In response, brands are creating products, services, packaging, and new systems
that are as desirable and functional as they are eco-friendly.
8

9. Ethical Consumption - Our own form of personal consumption has become a distinguishing characteristic.
Consumers increasingly rate the range of products according to moral considerations: products should be vegan,
produced fairly and be as emission-free as possible. This development is strengthened by the knowledge that individual
purchasing decisions can have a long-lasting influence on the range of goods on offer.
Rural ressurge - Rural areas are becoming more attractive as a result of the ever increasing property prices in cities. Independent
initiatives are adding an urban touch to villages in the shape of pop-up services like cafés, restaurants, exhibitions, theatres and
stores. Remote working, e-commerce and mobile local supplies are doing the rest. In future, autonomous vehicles will be used for
work purposes in the “car office”
Micro Trend
Tiny houses - Living is getting more expensive each year, so one of the solutions is to live smaller. Tiny allows for you to have more
time, financial freedom, with an eco-friendly existence, simplicity and ease of moving.
Fairtrade products - With the amount of people that buy products in a more conscious way, products that focuses on local
development, social justice, environmental sustainability, and equitable economic returns, following a glocal ethical consumption,
gain attention and grow even more in the market.
Vertical farming - Due specially to growing urbanization, and reduction of cultivable land, this kind of farming is becoming an
emerging technique. Is a collection of techniques for growing food in vertical stacks. The idea includes both techniques that use
natural light, artificial light or some mix of the two. It improves the land use, reduce ecological impacts of farm, and in some cases
can improve the quality of life by integrating farming into city environments.
9

10. Rainwater harvesting - According to a research made by Cone Communications/Ebiquity Global CSR
Study, 81% of consumers are willing to make personal sacrifices to benefit sustainable actions. Rain water
harvesting reduces water consumption and improves resilience to disruption of a main water supply.
And in areas where fresh water is a scarce resource, rainwater is an important source of water.
Passive design - is a system or structure that directly uses natural energy such as sunlight, wind, temperature
differences or gravity to achieve a result without electricity or fuel. It tend to have zero operational costs, and last for a
long time.
Adaptive reuse - is the reuse of architecture for a new purpose. Is a sustainable strategy that avoids the waste of
demolishing a building to build a new one. It can also preserve or partially preserve buildings of historical significance in
a practical way that sees them used by the community. We can see a lot of examples in Tilburg (specially the new LocHall,
that turned into a library, or De Pont museum that was a wool mill).
Traffic Lights on the Table - A startup in Chicago has developed Ovie Smaterware a reminder that food can be eaten
before decaying. The key to them is SmartTag, which is attached to the side dish. Once you've packed foods into Ovie,
you can press the button and schedule an archive on Ovie Apps or Amazon Alexa's AI. The world is truly struggling with
food waste, Ovie could be a tiny solution for this issue.
Sustainable tourism - Is the concept of visiting a place as a tourist and trying to make a positive impact on the
environment, society, and economy. Thinking glocally and having ethical consumption choices. There’s a travel boom
happening and is expected to keep on growing, leading to more wise traveling decisions.
10

11. Homegrown - Along with the Localvore trend, consumers are searching for fresh produce and
ingredients that are grown or produced locally, instead of shipped from somewhere they don’t know.
Along with this, people are also willing to spend more if it means their food where produced just a few
miles away.
Waste is Food - Is the idea that an industrial economy shouldn't produce any waste except biological nutrients that are
safely released into the environment. Is the core concept for a circular economy. Consumers are paying more attention
in their alimentary habits, and we can already see some restaurants (see Silo) that adapt this trend to it’s core.
Vintage lifestyle - The current economic climate, eco-sustainability, the media, and technology appears to have
contributed to the trend of acquiring and reusing vintage goods (clothing, accessories, homeware products) specially with
young consumers. These people wants to go against mass produced products and strive for more individuality.
11

12. How my Personal Trend Map is build up?
I start reflecting in what are the principles
of Glocal. And then realized the mega trends
that are most related to the core of it are Hyper
globalization and sustainability.
After that, for the macro trends I tried to
find the most related to the mega, while
researching deeply each one of them,
understanding their background and why
they’re happening (the mega). And tried to link
specially with the macro trend Glocal too (is a
principle, but can be a trend).
Sometimes, while searching for signals or
micro trends I bumped into other macro
and then could relate all them together.
For my micro, I always thought about
my scope of focus, and then tried to search
and feel everything with an open mindset
that everything could be related to it. This
way was easy to collect signals, in different
websites, streets, supermarkets, stores, etc.
12

13. APA
13
● Megatrends by HP. (2018, June 12). Megatrends by HP. Retrieved December 20, 2018, from
https://hpmegatrends.com/megatrends-video-series-9fb7f67e4169
● J. B. (2017, March 12). 10 Reasons to Escape Excessive Consumerism. Retrieved January 04, 2019, from
https://www.becomingminimalist.com/escaping-excessive-consumerism/
● 4 Tourism Industry Developments Likely to Impact Travel Sustainability in 2018. (2018, April 4). Retrieved
November, from
https://sustainability-leaders.com/tourism-industry-developments-impacting-travel-sustainability/
● About Zero Waste. (n.d.). Retrieved December 19, 2018, from
https://www.goingzerowaste.com/zero-waste-1/
● Fairtrade Original. (n.d.). Retrieved December 01, 2018, from https://www.fairtradeoriginal.nl/
● Glocal | Definition of glocal in English by Oxford Dictionaries. (2007). Retrieved from
https://en.oxforddictionaries.com/definition/glocal
● Glocalization. (2015, January 06). Retrieved December 16, 2018, from
https://en.wikipedia.org/wiki/Glocalization
● Hunt, T. (2018, November 01). Why shop ethically? Retrieved December 20, 2018, from
https://www.ethicalconsumer.org/why-shop-ethically
● Kirchhoff, C. (2016, May 17). Ethical consumerism. Retrieved December 20, 2018, from
https://www.britannica.com/topic/ethical-consumerism

14. APA
14
● W. (2018, December 12). Local food. Retrieved December 03, 2019, from
https://en.wikipedia.org/wiki/Local_food
● Locavores. (n.d.). Retrieved January 3, 2019, from http://www.localfoodswheel.com/locavores/
● T. (2019, January 03). Macro-Trend: Circular Economy. Retrieved December 20, 2018, from
https://www.trendone.com/en/trend-universe/macro-trends/macro-trend-detail/circular-economy.html
● Macro-Trend: Rural Resurrection. (2019, January 03). Retrieved January 05, 2019, from
https://www.trendone.com/en/trend-universe/macro-trends/macro-trend-detail/rural-resurrection.html
● T. (2019, January 03). Macro-Trend: Zero Waste. Retrieved January 04, 2019, from
https://www.trendone.com/en/trend-universe/macro-trends/macro-trend-detail/zero-waste.html
● Martiniano, R. (2015, May 17). Glocal - Conheçe esse conceito? Retrieved December 23, 2018, from
http://folganadirecao.com.br/combustivel/glocal-conhece-esse-conceito/
● McCarthy, K. (2018, May 16). Homegrown: Why the Locally Grown Food Trend Is Here to Stay. Retrieved
January 5, 2019, from
https://www.growwithfarm.com/homegrown-why-the-locally-grown-food-trend-is-here-to-stay/
● Megatrends by HP. (2018, June 12). Megatrends by HP. Retrieved December 20, 2018, from
https://hpmegatrends.com/megatrends-video-series-9fb7f67e4169
● Moore, C. (2018, September 13). Ikea's Future Living Lab Just Built a Tiny Home for $9K. Retrieved January
06, 2019, from https://www.digitaltrends.com/home/ikea-space10-building-blocks-tiny-house/amp/

15. APA
15
● Nicodemus, R. (2015, July 12). What Is Minimalism? Retrieved January 04, 2019, from
https://www.theminimalists.com/minimalism
● Radiant Insights, Inc. (2018, August 06). Vertical Farming Market to Grow due to Raising use of Enhanced
Technology, Developing Trend of Indoor Agriculture, and Increasing Awareness Among Consumers
Regarding Vertical Farming: Radiant Insights, Inc. Retrieved January 07, 2019, from
https://www.prnewswire.com/news-releases/vertical-farming-market-to-grow-due-to-raising-use-of-enha
nced-technology-developing-trend-of-indoor-agriculture-and-increasing-awareness-among-consumers-re
garding-vertical-farming-radiant-insights-inc--819005473.html
● Read, J. (2018, April 25). What Is the Meaning of Sustainable Tourism? Retrieved November, 2018, from
https://traveltips.usatoday.com/meaning-sustainable-tourism-2297.html
● Y. (2018, May 04). Research shows that people really care about sustainability. Retrieved January 6, 2019,
from https://www.ytmgroup.com/research-shows-people-really-care-sustainability/
● Six ways Fairtrade strengthens human rights. (n.d.). Retrieved December 01, 2018, from
https://www.fairtrade.net/
● Spacey, J. (2017, March 22). What is Think Global, Act Local? Retrieved December 01, 2018, from
https://simplicable.com/new/think-global-act-local
● Spacey, J. (2017, August 18). Circular Economy. Retrieved December 8, 2018, from
https://simplicable.com/new/circular-economy

16. APA
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● Spacey, J. (2017, January 22). What is Vertical Farming? Retrieved January 07, 2019, from
https://simplicable.com/new/vertical-farming
● Sustainable Fashion Trends | From Green to Cruelty Free. (n.d.). Retrieved December 26, 2018, from
https://www.allartschools.com/fashion-design/fashion-trends/
● J. (2018, November 27). The Future 100: 2019. Retrieved December 7, 2018, from
https://www.jwtintelligence.com/2018/11/the-future-100-2019/
● Trend One. (2019, January 03). Mega-Trends. Retrieved December 15, 2018, from
https://www.trendone.com/en/trend-universe/mega-trends.html
● G. (n.d.). WHAT IS SUSTAINABLE FASHION? Retrieved January 05, 2019, from
http://www.greenstrategy.se/sustainable-fashion/what-is-sustainable-fashion/
● S. (n.d.). A PRE INDUSTRIAL FOOD SYSTEM. Retrieved January 6, 2019, from http://www.silobrighton.com/
● L. (2018, July 19). Marketing Glocal [Digital image]. Retrieved January 8, 2019, from
https://www.loba.pt/blog/wp-content/uploads/2018/07/post_gonçalo-19-768x411.jpg
● Gregory, L. (n.d.). Sustainability [Digital image]. Retrieved December 09, 2019, from
https://thenounproject.com/icon/147211/
● Y. (n.d.). Sustainable [Digital image]. Retrieved January 9, 2019, from
https://thenounproject.com/icon/1620594/
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