UNIT I: UNDERSTANDING THE

ELEMENTS AND
CHARACTERISTICS OF TRENDS
Lesson 1-What
is a Trend?
Why is there
a Trend?
Rapid change is a constant feature of our lives.
One can see the various evidence of
development in our society, which include
scientific, technological, social, and political
transformations, that will continue to influence
human lives in the future.
Rapid changes in technologies, legislation, and
social values can alter or damage traditional
lifestyles, communities, and the way we relate
ourselves to the world.

To understand ourselves better in the face of

these giant leaps of humanity, it is important to
study trends both in the local and global
scenes for us to survive.
We can be recipients of these trends or
key player in some instances that are
beneficial for our survival as
individuals and as a community.
A Trend is something that
covers almost all of human
activities such as but not
limited to politics, beliefs,
economics, lifestyle, social
life and the like whether the
individuals or groups of
people are aware of it or not.
A Trend is also 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 over
time.
Trends are defined in various ways depending on
the orientation of these individuals or groups.

In the fields of arts, fashion and music for

example, it is a prevailing style or preference such
as realism
movement in art, emergence of the miniskirt, and
popularity of certain genre of music like jazz,
classical and rock.
Trends doesn't always mean what is popular.
If we can measure poverty being eradicated
yearly for the past five years, the we have a
trend.

If we see more couples deciding to get

married later in life in 2016 compared to
couples in 2010, we have a trend.
In short, a pattern in data must be indicative
and significant to be commonly considered a
trend.

Trends must be significant; they must create

a change that affects a wide range of
people; as such, they have broad social,
economic, cultural, spiritual, and political
implications.
Trends, as a pattern of change, can be
categorized according to its source, such
as:

- Megatrends
- Microtrends
In 1982, John Naisbitt first
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.
Megatrends entail major
restructuring; they are a
larger pattern of broad
trends that reshape and
transform our lives.

They are trends in a

global scale.
Megatrends are not always created by the
majority, but are typically followed by a
majority of society.

Megatrends adhere to the economic principle

of globalization as a primary force for
change and growth in the world today.
Original Megatrends (1982):

-From industrial society to an information society

-From forced technology to high tech or high-tough

technology

-From a national economy to a world economy

-From a short term to long term

-From centralization to decentralization

Reference:
-https://www.inc.com/marc-emmer/5-mega-trends-that-will-shape-next-10-years.html
-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

Some examples of current Megatrends are:

-Shifts in U.S. demographics

The U.S. is experiencing a significant shift in demographics from
boomers to millennials.

-The war for AI supremacy

Digital technologies will soon be the hub for advanced analytics
that boost economic value, agility and speed.

-The new world order promotes two global economies

China and the U.S. are embroiled in technological, geopolitical,
economic and military competition.
Reference:
-https://www.inc.com/marc-emmer/5-mega-trends-that-will-shape-next-10-years.html
Megatrends 2000 (1990) with Patricia Aburdene:

-The Booming Global Economy

-Renaissance in the Arts
-The Emergence of Free-market Socialism
-Global Lifestyles and Cultural Nationalism
-The Rise of Women in Leadership
-The Age of Biology
-Religious Revival
-Triumph of the Individual
1. The Booming Global Economy
- Global economy boom prompted by information
economy, freer trade, and a government bias toward
economic expansion over political ideology.
2. Renaissance in the Arts
- Rapid growth in participation in the fine and finer arts.
3. The Emergence of Free-market Socialism
- The emergence of free markets in socialist economies.
4. Global Lifestyles and Cultural Nationalism
- Increasing similarities in global lifestyles with
increased cultural nationalism
5. The Rise of Women in Leadership
- Women have become much more important in
leadership roles
6. The Age of Biology
- Biotechnology makes great progress and raises major
ethical issues, while biology becomes a more common
metaphor
7. Religious Revival
- Religious revival led fundamentalism and the desire for
deep and personal experience

8. Triumph of the Individual

- Triumph of the individual in becoming free of
institutional constraints to become more in charge of
one’s own destiny.
7. Religious Revival
- Religious revival led fundamentalism and the desire for
deep and personal experience

8. Triumph of the Individual

- Triumph of the individual in becoming free of
institutional constraints to become more in charge of
one’s own destiny.
Microtrends are
introduced as the most
powerful forces in our
society (Penn, 2007)

These are small forces

that can stir big changes
in communities,
institutions, and societies
around the world.
Usually these forces are
emergent and unexpected
to shape before us.

This is attributed to the

power of individual
choice over trends that
we are trying to
understand.
Microtrends advocate
localization as oppose to
globalization.

It recognizes that people and

communities have never
been more sophisticated and
more knowledgeable about
the choices they make in
their daily lives.
What are Fads?
Trending ngayon sa YouTube ang… Trending sa Twitter
ang… Trending ngayon
sa Facebook ang… You might get confused at these
headlines from the News and
ask, “how can these be considered as trends based on the
above discussion?” This
part now discusses fads and how it differs from trends.
A Fad is something, such as an interest or fashion, that is
very popular for a
short time (Merriam– Webster’s Learner’s Dictionary).

A fad is a product that has

little, if any, utility but is characterized by a quick rise in
sales and popularity
followed by a quick decline in sales and popularity.
This quick up and down in sales
is because fad products usually do not satisfy a strong
consumer need.

Nevertheless, fads seldom completely die out with

some diehard followers remaining loyal. Now, if
we will look back at the first paragraph above, you
will now see that those things which are advertised as
“trending” in YouTube, Twitter, Instagram, Facebook
or any popular social media platforms are not
actually trends but are merely fads.
Here are some classic • kalyeserye
examples of fad. • pet rock
• hula hoop • Friendster
• yo-yo • troll doll
• virtual pets • bucket challenge
• Frisbee • mannequin challenge
• Pokémon Go • “Gangnam Style” song
• Hello Kitty • Tamagochi pets
• Loomband • hoverboards
• Candy Crush App • fidget spinner
• iPod
A Fad is an intense but short-
lived fashion. It is a widely–
shared enthusiasm for
something, especially one
that is short-lived.

It is a temporary fashion, a
craze, interest, or activity
that people follow
enthusiastically, but lasts for
a short period of
time.
How does a trend differ from a fad?
To simply put it, a fad has a definite
beginning and a definite end while a trend
though has a certain beginning at a certain
point in time or history but, it evolves and
changes as it continues to grow.
References:
- Wired: Trends, Networks, and
Critical Thinking Skills in the 21 st

Century pages 5-8