DEFINITION OF

A TREND
Trends, Networks, and Critical Thinking in the 21st
Century Culture
12 - St. Philip the Apostle
T R E N D i s a c o n t i n u o u s d eve l o p m e n t t ow a r d s
something new or different. It is a recurrent
phenomenon that takes place over time and gives
speculations on the future. It can be in any area and
d o e s n ’ t o n ly r e f l e c t f a s h i o n , p o p c u l t u r e a n d
entertainment, but to all dimensions. It could be socio-
cultural, economic and/or political dimensions (Sanders,
Soper and Rotwell, 2009). Thus, a trend is a sequential
pattern of change in recorded data. A trend is the
general direction or tendency in which is going to move,
develop or change. Also, trends tend to shift people’s
needs and wants as it distracts the present trends then
proposed new ones in the form of innovations.
 EXAMPLES OF GLOBAL MEGATRENDS

1. Demographic Shifts (Urbanization and Aging Population)

2. Rise of Digital Technology
3. Climate Change and Resources Scarcity
4. Energy Transition
5. Diversity and Inclusion
WHAT IS
TREND?
 I Iss aann eexxaammi innaat ti ioonn oof f t thheessee
pphheennoommeennoonn aanndd ssppeeccuul a t i o n s o
lations on the n t h e
likely impact they will have
likely impact they will have in the future. in the future.
AAnnyy ggi vi veenn pphheennoommeennoonn aanndd ppr reeddi ci ct it oi onn
which likely to happen or any
which likely to happen or any craze/fad or craze/fad or
trend that would likely emerge
trend that would likely emerge needs to needs to
be examined.
be examined.
 a. Trends are composed
a. Trends are composed of wide variety of of wide variety of
i n f o r m a t i o n f r o m a n
information from an existing fields ofe x i s t i n g f i e l d s o f
complex
complex ideas. ideas.
b. Trends use overwhelming
b. Trends use overwhelming recognition and recognition and
pattern identification to
pattern identification to create presagescreate presages
in knowing the
in knowing the future. future.
c. Trends evolution are being
c. Trends evolution are being evaluated and evaluated and
observed by the use
observed by the use of timeframes. of timeframes.
“ ”
 “Trends never turn on a dime. Reversals
build slowly. The first sharp dip always find
buyers and the first sharp rise always find
sellers.”
- Alan Farley
 Trend is considered as a collage of present circumstances that
extend current patterns into the future (Cornish, 2004 and Canton,
2006).However, an examination of these phenomena and speculation
on the likely impact they will have in the future in called tre n d a n a lysis
(Sanders, Soper, and Rotwell, 2002). Moreover, trend analysis grants
“future vision”. It allows populations to be proactive in response to
future events. Furthermore, trend analysis is the wide-spread practice
of collecting information and attempting to spot a pattern in the
information. It will be used in predicting future events or estimating
uncertain events in the past, and distracting present events just to
promote new ones.
In addition, the practice of collecting information and attempting
to spot a pattern, or trend, in the information is also known as tre n d
analysis.
 The process of identifying of trends is called t r e n d
s p o ttin g . Rehn and Lindkvist (2013) define tre n d s p o ttin g
as attempting to see the future in the present situation. On
the other hand, the people who notice and report on new
fashions, activities that people are starting to do is called
tre n d s p o tte r. Conversely, an act that assumes the future
that will be a logical extension of the past is defined as act of
p r o je c tin g tr e n d s . Thus, projecting trends will be based
from the past, present and what will be in the future
regardless of defined and undefined factors that contribute
from its changes or development.
 F I V E WAY S T O S P O T A N D
C A P I TA L I Z E O N T R E N D S
1 . A n tic ip a te c h a n g e
The constant thing in this world is change. Assume that
change is coming and look for it. Change can either be
social ‒ as in the rise of socially responsible business ‒ or
technological, as exemplified by the growth of gadgets.
Sometimes change can be both. Change doesn’t have to be
permanent to provide a viable opportunity for business
creation and growth. Remember, the nature of trends has no
consistency.
2 . S e e it c o m in g
The basic tools of a trend tracker are seeing, hearing,
smelling, tasting and touching. In other words, every sense
that can be used to get information about the world should
be employed in seeing for upcoming changes. Start by
reading and watching everything you can. That should
include general interest news outlet, trade publications,
blogs, government reports and casual conversations
overheard in elevators. Be updated of problems people are
talking about. Be proactive as it comes.
3 . D is t in g u is h b e t w e e n s h o r t - liv e d f a d s a n d lo n g - t e r m
tre n d s
Strive to identify big changes that create lasting problems
that many customers will be happy to pay to solve. The idea is
to wind up with a business model in which revenues are larger
than costs for a long period, not one that limps on slender
profit margins before competitor take even that way. To filter
out fads, talk to the potential buyers of the solution to the
problem. The more frustrated they are, the more likely they are
to pay for a solution. In extreme cases, potential customers
may be willing to fund that development of solutions. With this,
it is not hard for you to win them. Another way around is talking
to experts.
4 . M a k e s u re y o u r s o lu tio n s a re re a lis tic
Again, it’s relevant to talk to target customers. Make
sure the solution you envision is one you can realistically
provide with features. Costs must establish alternatives will
compare favorably. It is not all about your desire product to
proposed, it’s about their problem to be solved. What you
can do to conveniently and inexpensively may be of little
value to customers. The sweet spot for a trend exploiting
start-up is at the intersection of business capability and
customer’s need.
5 . C re a te c o m p e titiv e a d v a n ta g e
To get the biggest benefit, be the first doer. Be courageous!
It is uncommon for a single entrepreneur to be the only one who
sees opportunity. Most will hesitate and not move at all. Many
will not move quickly enough. Lasting competitive advantage
usually goes to the first entrant to stake a market out and
capture customer loyalty. Those who come later usually have to
settle for slimmer profits and more competitions. Being first is
not sufficient, of course! Business history is besieged with well-
financed start-ups directed by well-regarded leaders who
committed too much, too early and in the wrong place. So test
before committing. Again, look for revenues that overwhelm
costs and customers who are overjoyed.
SPOTTING A
TREND
 Trendspotting is seeking to overlook or foresee the
situation of the future in the present.
Trend is a continuous event that gives impact to the
people and leaves a particular effect. The following
statements spot what trend is.
A gradual change or development that produces a
particular result is known as a trend is:
a. Trend towards/to: “Devices are trending toward touch
screen mobiles and laptops.
b. Trend in: “The latest trends in social media is…”
c. An upward/downward trend: “Wars, famines, epidemics
and so could cause reversals on the downward trend in
morality.”
d. Follow a trend: “Everyone seems to be following the trend
for planting indoor plants.”
e. Buck the/a trend (not to be affected by a general trend):
“Although industry profits were down, MFG is expected to
buck the trend and increase profits.
 Fads and trends can be used interchangeably by most
of the people. They are forms of collective behavior that
develop within a culture, a generation or social group in
which a group of people enthusiastically follow in an impulse
for a finite period. There are a number of industries whose
very survival depends on recognizing the difference between
a fad and a trend (Web Finance Inc., 2005)
FA D - something, such an interest or fashion that is very
popular for a short period of time. It is an intense and widely-
shared enthusiasm for something, especially one that is
short-lived. In addition, a fad is something (products, fashion,
style, or etc.) that has little, if any utility and is characterized
by a quick rise and popularity followed by a quick decline and
popularity. The reason about this type of nature of fad is
because it usually does not satisfy a strong customers’/users’
needs and wants. It is a temporary fashion, a craze, interest,
or activity that people follow enthusiastically , but lasts for a
short period of time. Thus, fad is something that will rise
rapidly and fall relatively rapid also once the perception of
novelty is gone (Merriam Webster’s Dictionary).
 According to [Naisbit 2006],fads are normally
microtrends that exist under the umbrella of an actual
trend. Thus, all fads are trends, but not all trends are fads
accordingly. However, the ability to frame a trend in time is
what ultimately gives a trend its credibility. Thinking of
trends along a linear timeline however, is not always
correct as trends can revert back on themselves becoming
cyclical or trends can fuse or converge with other trends
occurring in the same time frame (Canton, 2006).
 A fad be definition is a short-term event, what some
may call a “flash in the pan”. It does not guarantee lifetime.
It’s short-lived or some will say it’s just For-A-Day. On the
other hand, a trend has the potential of becoming long-term
influence on the future of a market. It’s long-lived. These two
may resemble each other at first, but there is almost always
a definite beginning and a definite end to fad.
According to supermarketnews.com, there are three
differentiating factors between a fad and a trend which
follows;
R easo n to rise.
Trends generally have identifiable and explainable
rises, driven by consumers’ functional needs and
consistent with other customer lifestyle trends. By
contrast, fads are driven by emotional need to purchase,
based on hype and idealistic product perceptions. The
benefits are ethereal or ill-conceived, and don’t deliver
what was promised to consumers.
In c u b a tio n p e rio d a n d life s p a n .
Trends rise slowly, whereas fads spike―and die
out―quickly. For example, demand for multiple fashionable
handbags and accessories for each occasions has grown
steadily over for years, fueling Coach’s decade-long growth
and healthy 11-year compound annual growth rate (CAGR)
of 19 percent. Beanie Babies, on the other hand, went from
$400 million in sales in 1997 to $1.3 billion in 1999, a CAGR
of 77 percent, before dropping to $850 million the next year
and steep declines thereafter.
Scope.
A trend usually encompasses several brands or
products that are applicable to many different consumer
segments, while a fad typically includes only a single brand
or product and has limited appeal outside of one narrow
customer segment. A trend possesses some agility and
consumers have granted it permission to expand beyond its
current platform while maintaining authenticity.
T h in g s to re m e m b e r!
Fad and trend are both collective behavior that develop
within a culture, a generation and social group in which a
group of people enthusiastically follow an impulse for a finite
period. Moreover, a fad is a short-term event or what some
may call ―flash I the panel while trend has the potential of
becoming a long-term influence on the future. Fad is short-
lived, while trend is long-lived. Although both may be almost
the same, it can still be distinguished from one another
through deep interpretation of the information.