Notes lecture TREND 6/11 2020

- A trend researcher gathers, analyses and communicates knowledge about connections and
patterns in a world that constantly changes
- Trends are waves that comes and goes
- Who are your target group????????
 - Trends always lend or lean on other trends (smaller/bigger). Gets inspiration from other
trends
- Every trend comes in loops – we steal from the past – it is difficult to come up with
something completely new
- Speed is increasing – more seasons each year
- There is always a built-in counter trend
- Hard trends: trends you can’t change (digitalization etc)
- Soft trends: are where you have a say. Able to affect the trend to a different direction.
- Consumer trends: driven by consumers.
- Industry trends: a specific industry start a trend. Fx insources, changing production
- Category trends: trends that only happen in specific categories. Plant based meat only
changes the meat category fx, not milk, shoes etc
- Types of trends:
o Fads/døgnfluer: trends that rise out of nowhere. Crazy ideas. Short time. Fx fidget
spinners, spices
o Microtrends: are here from 3 month to 2 years. Seasonal trends. Colours, styles,
smoothies etc.
o Megatrends: 3-7/8 years (fx health and healthy life)
o Gigatrends: 20 years (fx self realization and self control – do what you want, study
abroad, no child, get a phd etc. Self control is about optimizing your life, step count,
sleep control, diets etc)
o Paradigms: up to 100 years

Gigatrends
- Urbanization
- Digitization -> new business models (product labs fx)
- Personalization (We now have the possibility to get products and services tailored to our
individual needs, and this area is predicted to grow during the coming decade. This is said
to be connected to the aforementioned trend of the growing middle class. As a middle-
class citizen has the possibility to want and acquire personalized products.)
- Sustainable solutions -> The Future is Circular

Megatrends
- Shifting economic power (China will be the new global superpower)
- Technological breakthrough -> Artificial Intelligence (3d print)
- Small-space-living
- Biomaterials

Macrotrend:
- Playfull living
o More is more
Urbanization -> small space living -> multifunctional product / bio degradable product / circular
products -> bio materials

Personalization -> self realization ->