As of December 18, 2023, the new Trendone Trend Universe will be available in the Trendmanager. This update includes adjustments, expansion & replacement of existing macro-trends as well as the publication of ten new macro-trends. The update is voluntary and you can accept it, adopt only isolated trends or decide to work exclusively with the old trends. However, we strongly recommend to run the whole update in order to align your trend management with current societal and technological developments.
Important: When you activate a new trend, the ancestors of the trend, if any, are automatically deactivated. The ancestors are merely no longer displayed in the Trend Finder. All existing radars, innovation fields, innovation projects and workspaces will always contain the deactivated trends.
Below all future adjustments of the Trendone Trend Universe are listed and explained. Thus, you can better track and understand any changes that occured in relevant macro-trends.
In our support area you will also find detailed help on activating and managing the Trend Universe.
New macro-trends
Climate Resilient Food [Mega-Trend: Conscious Meeting]
Climate-Resilient Food aims to create agricultural systems that are better able to adapt to changing climatic conditions to safeguard food supplies and minimize environmental impacts.
Hybrid Work [Mega-Trend: Future Skillsets]
Hybrid work is becoming the standard in almost all sectors, from office work to the healthcare and manufacturing sectors.
AI Docs [Mega-Trend: Healthstyle]
The rapid development of AI technologies and large language models (LLM) is revolutionizing the healthcare industry. Drug development, administrative tasks, diagnostics, individual healthcare and surgeries are being successively automated by AI-powered software and robots.
Senior Care Solutions [Mega-Trend: Healthstyle]
As a result of demographic changes and the shortage of skilled workers in the healthcare sector, technical solutions are being developed for nursing care for the elderly and the sick. Digital tools, sensors, wearables and automation are intended to help care for patients and alleviate the nursing shortage.
Pop-up Healthcare [Mega-Trend: Healthstyle]
Health services are becoming increasingly decentralized. Apart from in hospitals and practices, health services are provided in public spaces, retail stores, offices and community hubs. This breaks down existing barriers to important examinations and preventive healthcare services.
Disaster Resilience [Mega-Trend: Smart Surroundings]
Die Auswirkungen der Klimakrise werden zunehmend spürbar und lebensbedrohlich. Disaster Resilience The effects of the climate crisis are becoming increasingly noticeable and life-threatening. Disaster Resilience describes how to deal with natural disasters and how technological innovations can support impact reduction and adaptation.
ESG Activism [Mega-Trend: Planet Centricity]
ESG activism is coming to the fore in times of growing environmental and social challenges and is putting increasing pressure on companies to go beyond mere profit maximization. This shift has the potential to change the current economic system towards more sustainable and ethical practices.
Inclusive Cities [Mega-Trend: Urbanisation]
When designing inclusive cities, various groups of people are taken into consideration from the outset in order to ensure full accessibility and social participation.
Water Stewardship [Mega-Trend: Planet Centricity]
Increasing global water scarcity and pollution require a rethink of water utilization in general. Sustainable practices, the use of technology and responsible strategies are essential to safeguard water resources for present and future generations.
Frugal Living [Mega-Trend: Consumerism 2.0]
Economic insecurity, rising cost of living and scarcity of resources reinforce consumer fatigue and the desire for a minimalist, fulfilled life. This is not about mere renunciation, but about a frugal, mindful life in every respect, which is pursued through a calculated prioritization of consumer spending.
Macro-Trends Update
Creative AI [Mega-Trend: Artificial Intelligence]
The macro-trend has been revised to highlight the difference between Creative and Generative AI.
Last Mile Solutions [Mega-Trend: Seamless Commerce]
The integration of new technologies to increase efficiency was and still is a key issue on the last mile. However, new customer needs lead to new requirements for this part of the delivery process. In addition to environmentally friendly solutions, customers also expect new, convenient, value-added services and think about the last mile in a bidirectional way.
Digital Twin [Mega-Trend: Virtualisation]
The concept of digital twins has evolved. The focus is shifting from the actual creation of individual digital twins to the networking and interaction of different digital twins via platforms, APIs and high-performance (AI) software.
Total Transparency [Mega-Trend: Woke Culture]
The text has been updated to include the relevance of measurability in the form of reporting and ESG criteria, and the drivers of the trend have been adapted. In return, the aspect of fake news and transparency in journalistic work has been removed from this trend and is instead the focus of the “Responsible Media” trend.
Ersetzte Macro-Trends
AI Trustability = AI Ethics [Mega-Trend: Artificial Intelligence]
We have renamed the AI Trustability mega-trend AI Ethics and updated it extensively. In addition to the inclusion of Synthetic Data, we have considered developments in Generative AI. This includes the risk of misinformation from hallucinating AIs, as well as the issues of copyright and AIgiarism from Generative AI.
Post Fossil Era = Regenerative Energy [Mega-Trend: Planet Centricity]
This macro-trend replaces the “Post Fossil Era” trend in order to focus on the energy transition and renewable approaches to energy production. The geopolitical relevance of the energy transition was also brought more into focus in this follow-up trend.
Hybrid Instore Experiences = Point of Experience [Mega-Trend: Seamless Commerce]
The point of sale is transformed into a point of experience through unique experiences. In addition to their sales-promoting function, these experiences also serve to showcase the brand and build loyalty.