The trend universe with 18 mega-trends and 150 macro-trends

The Russian war of aggression against Ukraine has massively changed the world order and exacerbated geopolitical and economic lines of conflict. Reliable security policy and economic alliances are being replaced by new, sometimes dynamically emerging ones.

Artificial Intelligence (AI) applications are becoming increasingly prevalent in our everyday lives. Research is advancing at lightning speed. At the same time, the potential dangers associated with AI-based processes are become increasingly clear.

Attention is one of the most important currencies in the 21st century. But it is hard-earned in the age of social media and constant information consumption. Users expect corporate communication to offer genuine added value and clear positioning.

In many western societies, awareness of social injustice is increasing. Consumers themselves are getting involved and are calling for transparency and change. Social diversity and the differing needs of each and every person are getting recognition and being addressed. In the post-demographic world, new standards and challenges are emerging for politics and companies.

Social media are the DNA of modern societies. They permeate every aspect of everyday life and are an unstoppable disruptor of cultural and societal processes. The functions of social networks go far beyond communication proper.

More and more people are very conscious of their diet and the foods they eat. Of concern is not only food preparation and their own eating habits, but, increasingly, moral values as well. The origin of food andtheecological impact of food production are taking centre stage.

Ever since the beginning of its existence, humankind has interfered with the evolution of natural systems. Equipped with the science and technological maturity, we are also going on to advance the evolution of our own body and its biological processes in atailored manner. For example, we are enhancing our natural abilities and senses using technologies.

Consumers are developing new patterns of behaviour resulting from the emergence of new technologies, demographic change, the use of social media and the desire for a daily life that is balanced yet full of experiences.

Industrial and manufacturing processes are undergoing exponential change. Previously separate industries are becoming drivers of innovation; production processes such as 3D printing are being used in more and more new contexts. At the same time, materials are being manipulated on an atomic scale, giving them new qualities.

The volume of data being produced daily is growing exponentially. Living things, devices, machines –almost all objects can be recorded and tracked. One of the key challenges is the intelligent use of data. Not only is data security important,so too is the insightful handling of data.

The world of work is undergoing rapid change and radical upheaval. New jobs, methods and models of work require skills and approaches that weren’t covered in education and training. Lifelong learning is essential.

The subject of health is steadily increasing in importance and is becoming more and more integrated into our everyday life. The need for hygiene and cleanliness is also assuming an ever greater presence. It is affecting all aspects of our lives and every industry.

Extensive technological measures are needed to overcome the challenges facing infrastructure; for example, mobility and energy supply. Advanced network technology is essential for a functioning City OS operating a smart city.

With a new sense of social awareness of the impact of previous human activities, a great many new innovations are emerging. Based on materials, processes and communication, planet-centric issues cover the entire economic spectrum.

Competitive pressure in commerce is enormous and is steadily increasing. The competition is not confined to the relationship between online and physical retail. It is also a matter of offering customers the best cross-channel and seamless shopping experience by means of an omnichannel strategy (omnichannel performance). This applies both to convenience and experience shoppers.

Our environment is hyper-connected and is becoming ever smarter. Both at home (smart home), at work or in the public domain, technologies are being implemented that use sensors to track living things and objects. They generate data in various formats and thus form the basis for a multitude of applications and services.

Worldwide, cities are continuing to grow unabated. They must adapt to the growing needs of their inhabitants and offer attractive, flexible living. But rural living is also becoming more appealing. The upheavals of the Covid-19 pandemic will have a profound impact.

High-performance and versatile input devices, multisensory enhancements and the growing number of cheap, accurate sensors are opening up new possibilities in the virtual world. The demand for and development of technologies is increasing due to the digitisation of analog activities and their remote implementation.