Societal and Consumer Trends
Inhoudstafel
Inhoudstafel...........................................................................................................................................1
Introduction: Trends..............................................................................................................................4
1. Trends, what is it?..........................................................................................................................4
2. Why trendwatching?......................................................................................................................4
3. Changes.........................................................................................................................................4
4. The Kübler-Ross Change Curve......................................................................................................4
5. Adaptive intelligence.....................................................................................................................5
6. Maslow’s Hierarchy of Needs........................................................................................................5
7. Action motives and expectations...................................................................................................5
8. Human values................................................................................................................................5
9. Innovation......................................................................................................................................6
10. Antitrend / Countertrend.............................................................................................................7
11. Coolhunts ⇔ Trends.....................................................................................................................7
12. Fad / Hype / Craze.......................................................................................................................7
13. Fashion.........................................................................................................................................7
14. Glocalization................................................................................................................................7
15. Trendresearch..............................................................................................................................8
16. Trend hierarchy............................................................................................................................8
17. Societal context – drivers of change............................................................................................8
18. From media commercialization to advertising fatigue.................................................................9
19. Conceptidea – Branded content..................................................................................................9
20. Trendcreators..............................................................................................................................9
21. Where do trends arise?..............................................................................................................10
22. How do trends arise?.................................................................................................................10
23. How do trends evolve?..............................................................................................................10
a) Everett Rogers: The diffusion of innovation.............................................................................10
b) Malcolm Gladwell: The tipping point.......................................................................................11
c) The law of the few...................................................................................................................12
d) Six degrees of separation.........................................................................................................12
e) The Gartner Hype Cycle...........................................................................................................12
f) The Big Bang disruption............................................................................................................13
24. Observations..............................................................................................................................13
Identity................................................................................................................................................15
1
, 1. Introduction.................................................................................................................................15
2. Age...............................................................................................................................................15
3. Gender.........................................................................................................................................15
4. Nationality...................................................................................................................................15
5. DNA..............................................................................................................................................15
6. Lifestyle........................................................................................................................................16
7. Avatar..........................................................................................................................................16
8. The generations...........................................................................................................................16
9. The trends in population..............................................................................................................18
a) World population growth........................................................................................................19
b) Aging population......................................................................................................................19
c) Life expectancy........................................................................................................................19
d) Multicultural Society................................................................................................................19
e) Diversity...................................................................................................................................19
f) Feminization.............................................................................................................................20
g) Redefinition of family...............................................................................................................20
Social trends........................................................................................................................................20
1. Youniverse...................................................................................................................................20
2. Synchronos..................................................................................................................................20
3. Meta Gold Rush...........................................................................................................................20
4. From infocalyps to infotrust.........................................................................................................21
Environment........................................................................................................................................21
1. Urbanization................................................................................................................................21
2. Megacities....................................................................................................................................21
3. Fertile city....................................................................................................................................21
4. Earth overshoot day.....................................................................................................................22
5. Trends in sustainability................................................................................................................22
Technology trends...............................................................................................................................22
1. The technologypiramid................................................................................................................23
2. First revolution: From nomad to farmer......................................................................................23
3. Second revolution: From agriculture to industry.........................................................................23
4. Third revolution: From industry to the service-economy............................................................24
5. Fourth revolution: From service-economy to ICT revolution.......................................................24
6. Fifth revolution............................................................................................................................24
Economical trends...............................................................................................................................25
1. Globalization................................................................................................................................25
2. Glocalization................................................................................................................................25
3. Reshoring.....................................................................................................................................25
2
, 4. Localization..................................................................................................................................25
5. Chinese domination.....................................................................................................................25
6. New economy styles....................................................................................................................26
a) Experience Economy................................................................................................................26
b) Sharing Economy.....................................................................................................................26
c) Attention Economy..................................................................................................................26
d) Purpose Economy....................................................................................................................26
Trends in HR and The future of work...................................................................................................26
1. Evolution in jobs..........................................................................................................................26
2. Population trends........................................................................................................................27
3. How do we view work?................................................................................................................27
4. Technosphere..............................................................................................................................29
3
Inhoudstafel
Inhoudstafel...........................................................................................................................................1
Introduction: Trends..............................................................................................................................4
1. Trends, what is it?..........................................................................................................................4
2. Why trendwatching?......................................................................................................................4
3. Changes.........................................................................................................................................4
4. The Kübler-Ross Change Curve......................................................................................................4
5. Adaptive intelligence.....................................................................................................................5
6. Maslow’s Hierarchy of Needs........................................................................................................5
7. Action motives and expectations...................................................................................................5
8. Human values................................................................................................................................5
9. Innovation......................................................................................................................................6
10. Antitrend / Countertrend.............................................................................................................7
11. Coolhunts ⇔ Trends.....................................................................................................................7
12. Fad / Hype / Craze.......................................................................................................................7
13. Fashion.........................................................................................................................................7
14. Glocalization................................................................................................................................7
15. Trendresearch..............................................................................................................................8
16. Trend hierarchy............................................................................................................................8
17. Societal context – drivers of change............................................................................................8
18. From media commercialization to advertising fatigue.................................................................9
19. Conceptidea – Branded content..................................................................................................9
20. Trendcreators..............................................................................................................................9
21. Where do trends arise?..............................................................................................................10
22. How do trends arise?.................................................................................................................10
23. How do trends evolve?..............................................................................................................10
a) Everett Rogers: The diffusion of innovation.............................................................................10
b) Malcolm Gladwell: The tipping point.......................................................................................11
c) The law of the few...................................................................................................................12
d) Six degrees of separation.........................................................................................................12
e) The Gartner Hype Cycle...........................................................................................................12
f) The Big Bang disruption............................................................................................................13
24. Observations..............................................................................................................................13
Identity................................................................................................................................................15
1
, 1. Introduction.................................................................................................................................15
2. Age...............................................................................................................................................15
3. Gender.........................................................................................................................................15
4. Nationality...................................................................................................................................15
5. DNA..............................................................................................................................................15
6. Lifestyle........................................................................................................................................16
7. Avatar..........................................................................................................................................16
8. The generations...........................................................................................................................16
9. The trends in population..............................................................................................................18
a) World population growth........................................................................................................19
b) Aging population......................................................................................................................19
c) Life expectancy........................................................................................................................19
d) Multicultural Society................................................................................................................19
e) Diversity...................................................................................................................................19
f) Feminization.............................................................................................................................20
g) Redefinition of family...............................................................................................................20
Social trends........................................................................................................................................20
1. Youniverse...................................................................................................................................20
2. Synchronos..................................................................................................................................20
3. Meta Gold Rush...........................................................................................................................20
4. From infocalyps to infotrust.........................................................................................................21
Environment........................................................................................................................................21
1. Urbanization................................................................................................................................21
2. Megacities....................................................................................................................................21
3. Fertile city....................................................................................................................................21
4. Earth overshoot day.....................................................................................................................22
5. Trends in sustainability................................................................................................................22
Technology trends...............................................................................................................................22
1. The technologypiramid................................................................................................................23
2. First revolution: From nomad to farmer......................................................................................23
3. Second revolution: From agriculture to industry.........................................................................23
4. Third revolution: From industry to the service-economy............................................................24
5. Fourth revolution: From service-economy to ICT revolution.......................................................24
6. Fifth revolution............................................................................................................................24
Economical trends...............................................................................................................................25
1. Globalization................................................................................................................................25
2. Glocalization................................................................................................................................25
3. Reshoring.....................................................................................................................................25
2
, 4. Localization..................................................................................................................................25
5. Chinese domination.....................................................................................................................25
6. New economy styles....................................................................................................................26
a) Experience Economy................................................................................................................26
b) Sharing Economy.....................................................................................................................26
c) Attention Economy..................................................................................................................26
d) Purpose Economy....................................................................................................................26
Trends in HR and The future of work...................................................................................................26
1. Evolution in jobs..........................................................................................................................26
2. Population trends........................................................................................................................27
3. How do we view work?................................................................................................................27
4. Technosphere..............................................................................................................................29
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