At Socjomania, we began our adventure with macrotrends by reading the above-mentioned book by Henry Mason, Trend-driven innovation, primarily because we needed to understand how to discover trends and use them to design significant innovations for the brand .
The perspective of analyzing larger changes instead ebay database of individual signals allowed us to arrive at revolutionary ideas focused on the recipient to the maximum extent possible in many workshops and ideation processes. What is necessary to create such ideas? Identification of macrotrends and the ability to analyze them.
Where to look for macrotrends?
There are many examples of macrotrends that we can find among reliable trendwatching platforms – it is worth checking out those from Trendwatching , Fjord , JWT , Trend-explorer or Hyper Island . Be careful though – in these reports macrotrends are often mixed with meso- and micro-trends.
For example, Trendexplorer indicates the most important changes for the next five years related to Attention economy, Data Era, Future Skillset and Virtualisation. Behind the selected macrotrends there are not only individual technologies, but above all contemporary needs, problems, threats to society, long-term changes or sudden triggers.
What are examples of macro trends?
At Socjomania, during our workshops we most often use the macrotrend kaleidoscope from Trendwatching , a London-based company that scans and analyses global consumer, business and technology trends.
Among them, we find those that are confirmed by research and observations of our clients – for example, increased interest in the immediate surroundings, identification with the “heimat”, longing for close roots ( local love macrotrend ) or the aspiration of society (usually the youngest generation Z) to co-create (products, services, how to choose the best residential and commercial cctv cameras for your security communication) with the brand, losing the boundary between the producer and the consumer of content and the idea of the prosumer ( fuzzynomic macrotrend) , or the desire for contextual, comprehensive and personalized information and news by consumers ( inforolust macrotrend ).
What can we do about macrotrends?
However, as I wrote earlier – identifying macrotrends alone, understanding them (through the prism of examples confirming or using a given belgium numbers transformation) is not enough to implement them. In fact – macrotrends are not used for implementation, but for illuminating the direction in which the brand should go with innovations and changes in its operations.