TRENDS,

MEGATRENDS,
AND
MICROTRENDS
Trends- is a sequential pattern of change in
recorded data- a change evidenced by a rise
or fall of variables when measured between
at least two points overtime. (Gordon, 2018)
A pattern in the data must be indicative
and significant to be commonly
considered a trend. Trends must pass
basic test of significance; they must
create a change that affects a wide range
of people and that has a broad social,
economic, cultural, spiritual and
political implications.
Trend, as a pattern of change, can be categorized
according to its sources. In 1992, John Naisbitt
coined the term Megatrends as large social,
economic, or political changes that are slow to
form; however, once in place, their influence can
last for decades. Trends has been a part of life
since the beginning of time.
A mega trend is defined as a large-scale,
sustained shift in whatever is being
measured. Although, trends are not always
created by the majority of society. Mega
trends adhere to the economic principle of
globalization as a primary force for change
and growth in the world today.
John Naisbitt suggests that the most
reliable way to anticipate the future
is to understand the present.
BELOW ARE SOME OF THE MEGA TRENDS
IDENTIFIED BY JOHN NAISBITT (1982)
The original megatrends (1982)
From an industrial society to an information society
From forced technology to high tech/ high touch
technology.
From a national economy to a world economy
From short term to long term
From centralization to decentralization
From institutional help to self help
From representative democracy to
participatory democracy
From hierarchies to networking
From north to south
From either/or to multiple options
MEGATRENDS 2000 (1990) WITH
PATRICIA ABURDENE
 The Booming Global economy
• Global economic boom prompted by information economy,
freer trade, and a government bias towards economic
expansion over political ideology.
Renaissance in the Arts
• Rapid growth in participation in the fine and finer arts
The emergence of free-market socialism
• The emergence of free market in socialist economies.
Global Lifestyles and Cultural Nationalism
• Increasing similarities in global lifestyle with increased cultural nationalism
The rise of women in leadership
• Woman have become much more important in leadership roles
The age of Biology
• Biotechnology makes great progress and raises major ethical issues, while
biology becomes a more common metaphor
Religious revival
• Religious revival led by fundamentalism and the desire for deep, personal
experience
 Triumph of the individual
• Triumph of the individual in becoming free of institutional constraints to
become more in charge of one’s own destiny.
Megatrends- entails a major restructuring;
they are larger pattern of broad trends that
reshape and transform our lives.
Moreover, many of the biggest
movements in the world today began
with small forces of change.
Microtrends were introduced as the most
powerful forces in our society (Penn,
2007) Local communities, drawn by
shared needs, propensities, and
inclinations are on the rise.
Microtrends are the developing little powers
behind tomorrow’s enormous changes. They are
the unexpected trends that are shaping tomorrow
right before us. Mark Penn perceives that the
force of individual decision has been more
prominent and the reasons and examples of these
decisions are harder to comprehend and
investigate.
Microtrends advocate localization as opposed to
globalization, recognizing that people and
communities have never been more
sophisticated and more knowledgeable about the
choices they make in their everyday lives.
However, it takes exploratory study to locate the
coherent examples that underlie those decisions.
According to Penn(2007) , to operate
successfully amidst a divided world,
there is a need to seriously consider the
intense identity of groups and
communities that are steadily growing
and accelerating in different directions.
Microtrends- are the emerging small forces
behind tomorrow’s big change.
Activity
CATEGORIZE THE FOLLOWING TRENDS ACCORDING TO
MICROTRENDS AND MEGATRENDS. BE SURE TO EXPLAIN
YOUR REASON FOR CATEGORIZING THEM.
Trends Microtrend Megatrend
Why? Why?

Elite people are more

interested in personality
than issues during
election.

The number of left-

handed people in Asia has
doubled in two
Generations
 Trends Microtrends Megatrends
Why? Why?

Mr. Ato Dela Crus

has a made-to-order
car delivered to Him
in less than a month.

A cultural shift toward

healthier living
among Asians
ASEAN Integration

Stay-at-home workers
 Trends Microtrend Megatrend
Why? Why?

The rise of fast-food

businesss
Starbucks is a hit
because it allows
people to make their
choice of coffee, their
milk, and their
sweetener
iPods are popular
because they let us
pick and choose our
own songs.