What are Mega Trends?

Mega Trends describe profound societal structural changes that shape our world over a period of more than ten years. They show which long-term developments sustainably influence life, the economy, and culture. Examples of current Mega Trends include Artificial Intelligence or Healthstyle.

While a Mega Trend describes a comprehensive, global change, its effects take concrete shape in Macro Trends. These sub-currents show how a Mega Trend becomes noticeable in specific areas and over a shorter time horizon (3–10 years). For companies, it is crucial to understand the connection between Mega and Macro Trends. Macro Trends make clear which aspects of the larger change are actually strategically relevant and what influence they have on the market, the industry, or the immediate environment.

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