Tracking trend history & development
Our internal analyst team continuously monitors current developments and is supported by around 30 external trend scouts who regularly submit new observations. In this way, about 250 new Micro Trends are created each month, which corresponds to an average of 6 to 8 trends per day.
We work according to a bottom-up principle: first we capture Micro Trends as initial signals and concrete developments. When several Micro Trends reveal a common movement, we bundle them into Macro Trends, which usually have a time horizon of three to 10 years. When several Macro Trends are in turn bundled into a comprehensive thematic movement, we speak of Mega Trends, which unfold over a period of more than ten years.
The foundation of this work is our database, which has existed for around 20 years. We have deliberately decided not to delete any content in order to fully preserve the entire trend history. This keeps the development of individual movements transparent, traceable, and historically comparable. The further back you scroll, the older the trend movements of past years you can identify.
