Trends and Fads

A PATTERN OF BEHAVIOR
 Trend: a pattern of group behavior that lasts for a long
period of time. It can affect your life and shape your future.

 A collective behavior or mass involvement which is acceptable to society and shows a

“line of historical continuity” as it can be downplayed today but can resurface sometime
in the future.
 Examples of trends:
 3-D printing, on-line ticketing, cashless transactions, touchscreen devices, inclusion of
“malunggay” in food products, whitening supplements, home solar electric system, stem
cell treatment, wearable devices that monitor performance, rise of oatmeal products.
 Spotting a Trend

 A person who starts a trend is called “trendsetter”.

 The individual’s act or the event has attracted attention, earned acceptance, and created strong interest and
influence on people whose number keeps snowballing as days go by.
 Trendspotting: Refers to the study of trends and the way they develop and affect society. Seeks broader
subjects that lead to changes in human perception. (Ex. Levi’s Denim Jeans from being a work wear to
being a quality wear that exudes individuality and informality. It is the basis for trend analysis.
 Cool-hunting: a hunt for things that will become popular before they are popular.
 Trend analysis: based on trendspotting but it extends into developing future scenarios.
Characteristics that a trendsetter should possess:

 1) Adopt a beginner’s mind: unlearn things, you can see things in a new light. You will be able to detect
even small changes and shifts that field experts tend to ignore.
 2) Know why and what you are looking for: know the reason why you are looking for trends. Only then
you can spot and focus on trends and how to search for them.
 3) Move and search in many places: look beyond what and where others are searching for, go to areas
where most do not go to or even notice.
 4) Beware of the obvious: things that are less visible effect changes in culture and society.
 5) Never judge something as good or bad: avoid your biases and be objective in looking for trends. Some
things are unattractive but their popularity speak a lot about what people are interested about.
 FAD

 Fad: a temporary fashion, notion, manner of conduct, etc., especially one followed
enthusiastically by a group.
 A fad, trend, or craze is any form of collective behavior that develops within a
culture, a generation or social group in which a group of people enthusiastically
follow an impulse for a finite period. ... Fads are often seen as sudden, quick-
spreading, and short-lived.
 Examples of FADS: Hula-hoop
 Rubik's Cube
 Mood rings.
 Yo-yos.
 Foods/Drinks
 FAD

 Effects of FADS in Society:

 Fads have the ability to consume our attention and cause us to defy our better
judgments. They have the power to pervade society with an intensity that rivals the
infectiousness of an epidemic. Despite the influence of this phenomenon, fads are often
overlooked.
 According to Aguirre, Quarantelli, & Mendoza (1988) , the essential characteristics of
fads are, homogeneity, novelty, oddness, non-utilitarian behavior, suddenness, rapid
spread, quick acceptance and short lived.