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Trends Framework
The document presents the Trends Framework as a way to simplify understanding changes in the world. It identifies different levels of trends from megatrends that impact over 10-50 years down to behavioral trends that influence over months to a year. These include socio-cultural trends that modify values over 5-10 years and consumer trends that change consumption behaviors over 2-5 years. The framework is intended to help understand why changes are happening, who is driving them, how changes are enacted in practice, what solutions support changes, and where these behaviors take place to better identify opportunities.
![Thinking [Better] About the Future](https://cdn.slidesharecdn.com/ss_thumbnails/iabcthinkingbetteraboutthefuture-110517162442-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
