What is a Trend?

A trend is a manifestation of something that has ‘unlocked’ or newly serviced an existing consumer need, desire, want, or value. It is a living organism that mutates itself due to technological progress.

Trends are not fads. Trends endure, evolve. They represent underlying forces, first causes, basic human needs, attitudes and aspirations.

They help us navigate the world, understand what’s happening and why, and prepare for what is yet to come. Trends help us to identify emerging currents, and gain momentum in our culture.

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