This document discusses trends, fads, and the process of identifying trends. It provides definitions of trends and fads, noting that trends have longer duration and cultural basis, while fads are short-lived enthusiasms confined to segments of society. The document outlines the elements and characteristics of trends, including their cultural roots and potential to increase and decrease over time. It also describes the four stages in the process of identifying a trend: the fringe stage where innovative ideas emerge, the trendy stage where awareness grows, and the mainstream stage where popularity peaks.