TREND vs.

FAD
Each year, new things are gaining popularity. Some stay for months or years. These
things are considered as a trend or a fad. Trend and fad are, in fact, two different concepts but
often interchangeably used to describe things that gain popularity. But what is a trend? A fad?
How do they differ? When do we say that a fad became a trend?

A trend, as mentioned by Dela Cruz, Fadrigon, and Mabaquiao (2018), is a pattern or a

conceptualized thought that has the possibility of giving or having a lasting impact for a more
drawn-out timeframe because of its expanding and supported presence and impact. It can be
manifested in the form of:

(1) patterns of sustained and increasing numbers for a longer period of time
(e.g., increasing population growth trend in the Philippines or the rising
number of COVID-19 cases in the Philippines and the world), or

(2) consumption trend where there are continuous use and appeal of a
product among consumers because of its effectiveness, popularity, high
market demand, and influence over a sustained period of time (e.g., use of
smartphones and laptops, anime, yuppies, etc.).

Compared to a trend, a fad is an idea or event that easily fades away. It may also be
considered a craze or “kinahuhumalingan” in Filipino language, which has a shorter staying
power in the market due to relatively small appeal to consumers. Some of the characteristics of
a fad include:

1. Confinement to a particular segment in society.

2. Trivial due to its short life expectancy. It is prone to being outmoded.
3. Not created rather a revival of a style that existed along in the lives of some subgroups

Elements and Characteristics of a Trend

To further differentiate it from a fad, an analysis of the different elements of a trend must
be done. Below are some of these elements:

Element Description

Duration of Time Have longer staying power and a longer period of popularity.

Acceptability Popularly accepted by many industries and people.

 Cultural Basis Persists and continues because it is rooted and connected to
society’s culture.

Transitory increase or Lasts for a longer period of time, however, has the potential to
decrease eventually slow down and decline.

Also, Urgel (2017) identified the following components of a trend: (1) number of
participants, (2) pattern of behavior, (3) long period of time, (4) cause, (5) consequence.

Spotting A Trend

To spot an idea that would develop into a trend could be difficult especially for business
organizations or marketing agencies trying to introduce something new in the field that will make
a difference in the way they do business. According to futurists Alf Rehn and Magnus Lindkvist
(2013), trendspotting is “the study of trends and the way they develop and affect society.” A
person who starts a trend is called a trendsetter.

But the question is, how do we spot a trend? To spot a trend is to predict what will
accelerate. According to Samuel (as cited by Brannon, 2000), anything can be trends if it
undergoes the following stages:

Fringe Stage. It is where a novel idea comes in whether as another product, service, or in
another form. It develops into the market or becomes known to the vast majority of clients.
Enterprising and business firms begin to take an interest during this stage to create and develop
thoughts.

Trendy. Consumer and public consciousness develop as the early adopters partake along with
the pioneers to build the detectable quality of the pattern is apparent in this stage.

Mainstream. At this stage, conservative consumers join the trend. Amplified popularity and
acceptance of the idea goes on, enabling corporations and company brand takes advantage of
this growing demand for the idea. When this happens, several things can occur:

It will be reduced to a fad once the majority’s acceptance and rejection happen over a short
period of time and appeals only to a small number of consumers.

It will become a classic once it stays for a long period of time and reaches a plateau level of
acceptance, staying at the same level. A classic refers to a look or trend that is always present
in some form that is appropriate across diverse occasions and accepted by diverging consumer
groups.

A possibility of trend fragmentation or microtrend might happen when the idea is reinvented and
further developed, leading to a fringe stage of a trend.

Remember that in any stage or process, a trend can face possible oppositions, or it can
also merge with another trend. It can also be deflected in a way that alters the development of
the trend. Consider the case of the development of social media like Facebook, Twitter,
Instagram, etc. Before it becomes the way it is now, it started with just a simple site enabling
users to upload a profile and make friends with other users, called Six Degrees. Though
unpopular for us, it sets the stage for the development of the new form of social media sites.
Through the advent of other ideas like video conferencing, photo-sharing, blogging, etc., it
revolutionizes the use of social media where it extends its functionalities and add-up these new
inventions. Through the years, the popularity of these social media sites extends until most of
the people around the world have it. There are social media sites that easily disappear, some
became an important part of everyday living, and others became a component of a more large
idea.

Differences of Trends and Fads

 Trends and fads are different because they vary in the following aspects:
Aspect Trend
Duration of time It may take years before a trend
slows down.
Number of industries It appears in multiple industries and
affected crosses over into others.
Industry acceptance Larger companies spend more time
analyzing a faddish item before
investing in it.
Consumer adoption and Consumers perceived or found the
perception of over-all introduced trend as having durability
quality and effectiveness.
Reasons for the rise The increase in demand is due to
necessity, and in relation to other
lifestyle trends.
Incubation period and life It develops slowly and the effects
span may be felt for years or decades.
Fad
It only takes a few weeks or
months for a fad to stay.
It appears in a single industry
and rarely crosses over into
others.
Smaller companies often have
the flexibility necessary to
promote a faddish item.
It rarely stands for a longer
period of time, and some are a
product of false
advertisements.
The demand is due to an
emotional need to purchase,
most of the time due to
publicity and ardent product
opinions.
It easily gains popularity but
dies out quickly.
 Scope It includes several brands or
products that are applicable to
varied consumer groups. It
possesses agility and consumers
permitted it to expand beyond its
current platform while maintaining
authenticity.
It includes only a single brand
or product and has limited
appeal outside of one narrow
consumer group. It
experiences rapid acceptance
with a weak level of
commitment.

Cultural roots It has a deep cultural connection. It easily crosses the cultural
border, failing to develop
cultural attachments.

. Identifying Parts of a Whole

It is said that trends exist as a combination of things, Therefore, it has constituent
parts or portions that are interrelated. Their convergence, as well as the way people
adopt them, makes a trend viable and continue to exist.

But why do we need to know the parts that constitute the whole? That is because
there exists a relationship between the parts that comprise the whole and the whole
itself. Looking at the whole and its parts, you will see the essence of that thing. It’s what
makes the thing function the way it does. A car will not be called as such if it has no
tires. A thousand will not be a thousand if it lacks a peso. Parts may be worth nothing
but when put together, it becomes of more use and value.

Take as an example the Japanese animation (anime) trend that is associated with
several generations spanning decades. If analyzed, its popularity was brought about by
several developments such as the popularity of manga, cosplaying, emergence or
otaku, electronic subtitling, English dubbing, the television industry, Japanese pop
music, and many more.
Reflect!

" If you focus simply on beautifying your face without

developing your heart, mind, and soul, your essence
and true value won’t be as high as others who have
developed all parts and well-being of him as a person."
-Anonymous

Emergence of Patterns
A pattern is a series of data that repeats recognizably. Emerging pattern alludes
to items in which recurrence are changing over time. This describes the progressive
movement of data to understand the distinctive direction of where the trend is heading.
In studying a trend, the repetitive behavior that gives rise to an emerging pattern is the
main interest.

According to Rehn and Lindkvist (2013), a trendspotter should find the following
tools handy to use, categorized into four activities:

1. Documentation. This involves the recording of

observations related to any trend. Some use a simple
notebook and pen for documentation while others opt
to use a digitized version like note-taking software
applications installed in a smartphone or tablet.
Others capture photos and bring a voice recorder
which is best for saving audio.
2. Archive or Memory. This refers to the ease of access
or retrieval of previously kept documentation. This
involves the current digitization of physical documents
and utilizing various digital archiving systems
available.
3. Analysis. This is where the collected facts and data
are examined and combined through looking at
patterns on prospective trends. This can be done
through methods like brainstorming, grouping, and
crafting combinations.
 4. Presentation. This involves the utilization of
representations for easy understanding of the findings
as a way of analysis. Representing your findings can
be done through the use of mood boards,
storyboards, or slideshow. The use of representation
is not merely presenting your ideas rather an
analytical technique.

To easily identify these emerging patterns, data presented in graphs or charts are
used to make it easier to understand. Patterns of trend can be classified as linear,
exponential, or damped.

Causality
What causes the emergence of the trends should be taken into consideration and
examined as a whole considering its smallest element or parts. Causality is a generally
accepted principle that there is a cause for everything that happens. That is the principle
that every cause produces a consequence. It influences an event, process, or state
which is the cause that contributes to the production of another event, process, or state
which is an effect or consequence. The cause is partly responsible for the
consequences and the consequences are partly dependent on the causes. A trend
becomes a trend due to different causes and will surely produce an effect or impact on
the society where it prevails. Causes, in some cases, can be controlled by introducing
interfering factors to produce a desirable outcome.

Take for example the emerging trend for online learning is caused by the current
pandemic we experience (COVID-19). Stakeholders are working to develop strategies
to make learning effective. However, this trend may be ceased if the government
decides to adopt a face-to-face learning modality when the vaccine for COVID-19
becomes available.
Strategic Analysis and Intuitive Thinking

          Strategic analysis, as described by Facione (2013), is the system

or process of thinking that is “more deliberate, reflective, computational,
and rule-governed.” As being rule-governed, some scholars, like Brim et
al. (cited in Hansson 2005), identify the stages of problem-solving and
decision-making:

1.
1.
1.
1.
1.
1.
1.
1.
1.

1. Identification
of the
problem;
2. Obtaining
necessary
information;
3. Production of
possible
solutions;
4. Evaluation of
such
solutions; and
5. Selection of
strategy for
 performance.

          In the context of business and economics, strategic analysis is

defined into two ways; that is, (1) “the process of conducting research on
the business environment within which an organization operates and on
the organization itself, in order to formulate strategy; and (2) a theoretically
informed understanding of the environment in which the organization is
operating together with an understanding of the organization’s interaction
with its environment in order to improve organizational efficiency and
effectiveness by increasing the organization’s capacity to deploy and
redeploy its resources intelligently (Rubnicki and Vagner, 2014).

          Strategic analysis involves analytical thinking, a kind of logical

thinking, which addresses problems or issues by breaking them into their
parts, turning them into relevant information. Samantha Howland (2013)
proposed six key elements of strategic thinking which are abilities that a
strategic leader should have. These are (1) the ability to anticipate, (2)
the ability to challenge. (3) the ability to interpret, (4) the ability
to decide, (5) the ability to align, and (6) the ability to learn.

          On the other hand, intuitive thinking is done when one needs to

arrive quickly at a judgment. It is making choices and decisions based on
one’s hunch and gut feeling without knowing the reason why. Heuristics,
which are mental shortcuts or thinking tactics that enable the individual to
make quick judgments, evaluations, or decisions, often by simplifying
otherwise difficult problems and tasks. Though heuristics are often
intuitive, spontaneous, or unintentional, some can also be deliberate or
intentional. With that, it created a distinction between deliberate
heuristic (intentionally used) and intuitive heuristic (unintentionally
used).
          Carolyn Gregorie (2014), in her article “10 Things Highly Intuitive
People Do Differently”, provided some of the activities that intuitive
thinkers do. Six of these are:

1.
1.
1.
1. Listening to the inner voice;
2. Taking time to be alone and to reflect;
3. Listening to their bodies;
4. Observing everything;
5. Paying attention to their dreams; and
6. Connecting deeply with others and staying in a
positive mood.

          As mentioned by Urgel (2017), “good intuition is a result of long

years of knowledge and experience which enable you to comprehend how
people think, act and react, perceive and interpret, and interact with one
another.”

          To easily understand the differences between strategic analysis and

intuitive thinking, the table below shows their respective characteristics,
grouped into two general kinds: mental attributes (based on mental
process involved) and functional attributes (based on how they function
or operate):

Intuitive Thinking Strategic Analysis

Mental  Attributes
Unconscious (preconscious) Conscious
Implicit Explicit
Automatic Controlled
Low effort High effort
Rapid Slow
Experiential Rational
Impulsive Reflective
Evolutionary old Evolutionary recent
Shared with animals Uniquely human
Functional Attributes
Intuitive Analytical
Practical Theoretical
Concrete Abstract
Parallel Sequential
 Heuristic Rule-based
Holistic Analytic
Independent of general intelligence Linked to general intelligence
Independent of working memory Limited by working memory capacity

Applying Strategic Analysis and Intuitive Thinking

          Going back to what we had mentioned earlier, applying strategic
analysis in decision-making requires the analysis and evaluation of the
identified possible solutions before its execution. Rubnicki and Vagner (2014)
identified examples of “analytical methods,” namely, SWOT Analysis, PEST
Analysis, four corner’s analysis, value-chain analysis, early warning scans,
and wargaming. At this point, we will just focus on the two most commonly
used analytical tools, SWOT Analysis and PEST Analysis.

          SWOT Analysis tries to identify the internal and external factors

which are favorable and unfavorable for the attainment of objectives and
priorities. SWOT stands for Strengths, Weaknesses, Opportunities, and
Threats.

o





 Strengths. These are internal
attributes that can contribute
to the attainment of the
objectives and priorities.
 Weaknesses. These are
internal attributes that can
obstruct the attainment of the
objectives and priorities. This
also includes the areas that
still require improvements
and things that need to be
avoided.
 Opportunities. These are
external factors that can
 contribute to the attainment of
objectives and priorities. This
also refers to the possible
areas of growth or
development in the future.
 Threats. These are external
factors that can obstruct the
attainment of the objectives
and priorities. It can also be
external factors that are
beyond one’s control that
could put one’s strategy at
risk.

          PEST Analysis examines the impacts of relevant external factors, or

macroenvironmental factors, on what is being decided on. These external
factors are political, economic, sociocultural, and technological factors.

o





 Political factors. These
factors include how the
government can affect
decision-making through the
imposition of rules,
regulations, laws, and
policies.
 Economic factors. It includes
factors like purchasing power,
capital outlay, interest rates,
tariff rates, inflation, currency
exchange rates, and
employment-unemployment
rates, among others.
 Sociocultural factors. It
includes people’s
preferences, needs,
demographics, attitudes
toward using a product or
service, and cultural
backgrounds, and diversity,
among others.
 Technological factors. It
covers those related to
technological innovation as
well as their positive and
negative impacts. It may also
include incentives for
investments and the pace of
technological transformation.
          PEST Analysis is often used in combination with SWOT Analysis. That
is because the factors (political, economic, sociocultural, and technological) of
PEST analysis serve as important considerations in identifying the
opportunities and threats in SWOT Analysis.

          In terms of intuitive thinking, its application can easily be done since
decisions spontaneous. However, though somewhat contrasting in nature, the
combination of systematic, analytical abilities needed in strategic planning,
and the spontaneity characterizing intuitive thinking, is said to benefit
decision-making processes. In such cases, intuitive thinking is supported by
sufficient data, thorough analysis and deliberation, and experience.

Nature, Elements, and Types of Globalization

          Globalization is rooted in the word global which means that actions
occur "across political and cultural boundaries," which "creates intensive as
well as spatially extensive interconnections between a range of institutions,
and actors; and develops " transnational processes, institutions, and ways of
interpreting the world as a single space" (Holton, 2008).

          Globalization is the process in which the economies of different

countries around the world become increasingly assimilated over time. This
process of interaction and integration among the people, companies, and
governments happens as technological advancements accelerate. Modern-
day information technology speeds up 'the trade of goods and services, the
flow of capital, and the migration of people across international borders"
(Reference for Business 2016). Through globalization, companies have more
access to markets while consumers have greater access to different varieties
of goods and services. Globalization affects not only the political systems and
economic development of countries around the world but also affects the
environment, culture, and physical well-being of societies in different parts of
the world (The Levin Institute 2015).

Elements of Globalization
          The following are the elements of globalization:

1. Privatization. This refers to the policies of the government

to transfer government-owned corporations and sell them to
the control of the private sector, causing its shift from being
service-oriented to profit-oriented.
 2. Deregulation. This refers to the streamlining of the
government’s control over the industry for basic commodities,
meaning the government will not anymore intervene with
certain companies for as long as they can justify their course of
actions.

3. Liberalization. This refers to the policy where laws

regarding restrictive importation of products are modified or
totally abolished, moving towards free entrance of imported
products.

Types of Globalization
          The multidimensional attribute of globalization reflects its wide-spread
reach and effect. The types or dimensions of globalization include the
following:
 1. Economic globalization. An economic process that involves
the movement of economic resources (human resources, capital
resources, and natural resources) from one country to another.

2. Cultural globalization. This refers to the spread of ideas,

values, and meanings across countries, broadening and increasing
social relations among variegated cultures and populations, and
appreciation for one another.

3. Political globalization. It involves institutions, public policies,

and practices that cut across borders to facilitate international
agreements and transactions. This is shown through the
establishment of regional organizations and supranational
institutions.

          Paul James (2014) also identified four different forms of globalization,

namely: (1) embodied globalization which refers to the movement or
migration of people; (2) agency-extended globalization, which deals with the
dispersion and exchange of agents or representatives of various institutions,
polities, and organizations; (3) object-extended globalization, which
involves the mobility of goods, commodities, and other objects of exchange
such as machinery, money, and food items; and (4) disembodied
globalization which covers the diffusion of ideas, knowledge, and information
such as the dos and don’ts of dating, Confucian philosophy, and good study
habits across the world.

Impact of Globalization
          Globalization has spread and affected many areas of the daily lives of
families, and the internet is, in many instances, an agent to this permeation.
The Internet, both a product and a stimulus of globalization, plays a key role in
connecting peoples and integrating polities, economies, and cultures and is
unconstrained by national boundaries. It is also currently the fastest vehicle of
globalization, defying distance that once hampered communication and
human interaction.
          Political scientist Rosa Gomez Dierks (2001) considered the Internet as
the “key organizing principle” of globalization. Through it, people,
governments, and firms around the world are interconnecting, interrelating,
and exchanging ideas, beliefs, goods, and services. According to John
Williamson (1998), the chief economist for the South Asia Region at the World
Bank, globalization has the following positive effects on the economy:
1.
1.
1. Provides an increase in the level of global output.
2. Brings the best technology and other forms of intellectual
capital to countries that cannot produce it.
3. International capital flows can transfer savings from
countries where the marginal product of capital is low to
those where it is high.
4. Influences the distribution and levels of income.

          However, criticisms have been hurled against globalization due to its

perceived negative effects, some of which are the following:
1.
1.
1. Delocalization – covers the decreasing face-to-face
encounter both for local and international transactions. It
creates a sense of detachment and a different perception of
community in the individual.
2. Decrease in the power of national government – the
internationalization of financial markets, new technology,
and services tend to constrain the national governments’
freedom of action.
3. Rise of multinational companies (MNCs) – MNCs
established their branches in countries with cheaper raw
materials and workforce. Their use of local raw materials
contributes to the rapid depletion of the host country’s
natural resources and the deterioration of the environment.
Many MNCs also paves way for the development of
consumerism at a young age.
4. Social inequality – Unregulated capitalism led to the
unbalanced economic development of some regions.
Wealth inequality among individuals also exists.
          In addition to these, globalization caused the percentage increase in
international labor migration (movement of a labor force from one country to
another). The labor force is composed of unskilled, semiskilled, or
professional workers. These workers migrate from the sending (home) country
to the receiving (host) country, where demand for a particular labor force
exists. Through the globalization of technology, mass communication, and
communication technology, the migration of labor forces was intensified.

Cooperation, Collaboration: Contributions of Parts to a

Whole
          The interrelations and exchange among peoples, nations, industries,
and institutions have been carried out more effectively and fruitfully through
collaboration and cooperation.  These terms are most of the time
interchangeably used, however, there is a thin line of difference between
them. 

COLLABORATION COOPERATION
 
o Co-labor o Co-operate


 o Sharing-culture of
o Active ‘informing’ –
commitment – ensuring
meaningful colleagues are ‘in
collaboration the know’.
requires more Communication is
than just seen to be the
exchanging data basis of
cooperation.

 
o Collaborators o Cooperative
plan, decide, and groups work face-
act jointly; they to-face and learn to
also think together work together.
– combining
individual
 schemes to create
original
frameworks.


o For example, the 
Universal o For example, the
Declaration on ASEAN Free Trade
Human Rights Agreement (AFTA)
(UDHR) was allows free trade in
crafted by the which ASEAN
members of the members
committee implement a
commissioned by common trade
the United Nations policy for internal
which aims to trade but also have
protect the rights their own policies
and freedom of all for external trade.
human beings. 

          Both collaboration and cooperation are important in the achievement of

the desired goals. Collaboration means that every member of the organization
is working together, contributing something towards the achievement of a
shared goal; while cooperation means that members are helping one another
to achieve a common goal, however, each having their distinct way to
contribute. In some ways, cooperation and collaboration create a varied result.

          The desired result will not be achieved without collaboration and

cooperation. In the same way, each part of an organization, though having a
different focus and function, must work hand-in-hand to achieve the common
goals. Take for example the Samsung Electronics, one of the
largest chaebols or business conglomerates owned by a family dynasty in
South Korea, is composed of different subsidiaries, affiliates, and service
centers outside the country, each having a distinct function and
responsibilities. To improve its products, Samsung electronics is cooperating
with its subsidiaries and affiliates, ensuring smooth operation and continuous
existence of their institution. More so, it collaborates with other existing
companies, like for example, Android to improve its product and attain
continuous support from its patrons.
          Putting together the various parts of a whole requires creative
imagination. Creative imagination involves the formation or creation of
mental images; it is the ability of the mind to transcend its limits, explore the
unseen, and tread the path it would not normally take. For a product to
become something different and new, it requires the creative imagination of
yours. You can combine both your analytic skills in interpreting the data
gathered and your creative skills to synthesize the ideas and create the
product, services, or even the structure of your organization through
delegation of roles and functions. The utilization of creative imagination is not
only limited to producing innovative and novel ideas. Its application is also
seen in resolving difficulties, hurdling obstacles, and making things happen; it
is resourcefulness in the face of limitation.