The world and society are changing constantly, and new “mega trends” continue to emerge in response. These trends are triggered by changes in people’s lifestyles and by socio-demographic factors, but they also influence and shape people, creating new habits and needs among consumers.
The fundamental elements of any trends
Global drivers are the first highly influential element. These are external forces which have great potential to change the dynamics of business. They involve long-term issues such as aging populations and urbanization, as well as immediate triggers such as political events, natural disasters and pandemics.
Intertwined with these events are those searching to address human needs or the so called basic human needs that arise from these Global Drivers, like authenticity, health and well-being and the desire of making a positive impact.
Finally, we have innovations, which we could say are more of the same, in the example of the pandemic, it could be masks and hand sanitizers, novelties. These are normally related to new developments still in the embryonic stage, like possible vaccines. These two types of innovations do not tackle true consumer expectations and emerging trends. But the so called “Sweet spot” does…