As of September 26, 2022, 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 eleven 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
Modern Families [Mega-Trend: Consumerism 2.0]
As far as millennials are concerned, starting a family does not mean putting an end to their previous lifestyle. Instead, they integrate their children into the way they live and work, and they expect assistance from the products and services they use.
Responsible Media [Mega-Trend: Connected World]
Hate speech and cyberbullying cause many media users to feel fear and anger, while disinformation campaigns can destabilize societies. Social media in particular must face up to their social responsibilities and find effective tools to fight the spread of illegal content.
Higher Society [Mega-Trend: Consumerism 2.0]
The pleasure of getting high is almost as old as humanity itself. People in different eras, countries and cultures have consumed psychoactive herbs, mushrooms, plants and roots – as a remedy, for spiritual reasons or for pleasure.
Tokenomics [Mega-Trend: Data Era]
Tokenomics deals with the economic components of synthetic virtual assets. These include cryptocurrencies like Bitcoin and other blockchain-based assets such as non-fungible tokens (NFT). The Web 3.0 is also a blockchain-based version of the World Wide Web.
Metaverse Marketing [Mega-Trend: Attention Economy]
As it begins to grow, the concept of the metaverse offers new opportunities on various platforms for brands to interact with their customers, create immersive experiences and support communities.
Post-Carbon Industry [Mega-Trend: Exponential Industries]
Industry is one of the biggest CO2 emitters. Decarbonizing its processes is one of the most important projects in reaching both national and international emissions targets.
Regeneration & Biodiversity [Mega-Trend: Planet Centricity]
Political players, society at large and companies are increasingly recognizing the fact that merely causing less damage is no longer enough. We need the positive effects of regeneration: the restoration of ecosystems, protection of biodiversity and reversal of inequality and injustice.
Sustainable Construction [Mega-Trend: Urbanisation]
The planning and construction of buildings will increasingly focus on sustainability criteria – from the use of construction materials, to the consideration of climate change adjustments, through to the social demands of the micro-setting.
Biomimetic Production Systems [Mega-Trend: Engineered Evolution]
New biological production techniques based on different biotechnologies and correspondingly modified processes are substituting conventional manufacturing methods and thereby contributing to the protection of the environment and climate.
Car-less Cities [Mega-Trend: Urbanisation]
More and more cities are developing concepts to banish motorized private transport from residential areas. This allows them to reduce CO2 emissions and increase the quality of urban life.
Employee Empowerment [Mega-Trend: Future Skillset]
Companies will give well-trained employees plenty of space to act as a result of demographic changes and growing digitalization demands.
Macro-trend Updates
Closed Context Communities [Mega-Trend: Connected World]
The text on Closed Context Communities was updated and the focus on the echo chambers was added. Closed Context Communities also now use decentralized organization forms of the Web 3.0 such as Decentralized Autonomous Organizations (DAO) to promote their interests and develop them.
Social Channel Evolution [Mega-Trend: Connected World]
Social networks have expanded their range of features particularly as a result of the corona pandemic. In addition to connection, communication and information collection, they provide a place for people to continuously and in real time consume content, do shopping, play games, date and educate themselves. Changing codes and visuals are used that are based on gaming environments and metaverses.
Bioengineering [Mega-Trend: Engineered Evolution]
The field of bioengineering is highly dynamic and is continuously expanding its area of influence by way of new scientific findings in biotechnology, bioinformatics (A.I.) and synthetic biology. This development is accompanied by providers that supply the required technologies and products “as-a-service”.
Inclusive Health [Mega-Trend: Healthstyle]
The inclusion of socially and societally disadvantaged groups and individuals in health services and systems is complemented by health provisions for specific groups. While Fem-Tech and Male-Tech address gender-specific healthcare, there is also a rise in medical products and services that focus on, for example, black people, trans people and people with disabilities.
Mental Health [Mega-Trend: Healthstyle]
Mental health is not only influenced by individual characteristics, but also by social circumstances. The more difficult the social and economic setting is, the greater the mental burden on people will be. The increase of mental disorders and the fact that they are being discussed publicly contributes to greater education and reflection on how individuals can stay healthy and which steps are required at the political level to avert a mental health crisis.
Resilient Supply Chain [Mega-Trend: Exponential Industries]
The updated version of the “Resilient Supply Chain” macro-trend includes the two most important events of the last two years for supply chains – the corona pandemic and the war against Ukraine, as well as the resulting geopolitical upheavals. The measures for developing a resilient supply chain have also been updated.
Robotics [Mega-Trend: Exponential Industries]
The orientation of the “Robotics” macro-trend has been updated. It is now mainly about industrial robots that help out in the industrial production process, and less about service robots, which are dealt with in the “Human Robot Collaboration” macro-trend.
Ethical Consumption [Mega-Trend: Planet Centricity]
The “Ethical Consumption” macro-trend mainly focused on ethics in terms of sustainability. In the updated version, the broader meaning of ethics is supposed to be made more clearly. Consumers continue to pay great attention to environmental consequences, carbon footprints and emissions, while also critically questioning and rating production conditions and the way employees are treated. Using tools such as impact tracking, consumers try to quantify their consumption with regard to its effects. Industries like the financial sector are also noticing the growing demand for impact investing – questionable ESG criteria are no longer enough for critical consumers.
Neo-Politics [Mega-Trend: Woke Culture]
This macro-trend was updated to include company activities in the political context (brand activism) in addition to the digitalization focus. Current events such as Russia’s war against Ukraine are bringing the topic of state disinformation and the responsibility of social networks for global peace into the focus. The macro-trend shows itself to be as relevant and dynamic as ever.
Replaced macro-trends
Influencer Culture = Creator Economy [Mega-Trend: Connected World]
Influencers are now a core component of culture (and particularly of marketing). There is a portfolio of influencers for every sector and niche group. This gives rise to serious competition for the attention of followers in every group. In turn, this leads to a constantly professionalizing creator economy, coupled with the content creators’ awareness of their own relevance.
Brain Computer Interface = Body Computer Fusion [Mega-Trend: Engineered Evolution]
Body-Computer Fusion is an addition to the Brain-Computer Interfaces (BCI) macro-trend. The constant emergence of new applications shows how the connection of body, mind and machine can boost and protect our health with the help of different sensor systems. This development leads to new solutions and business models.
1.5m Society = Public Health [Mega-Trend: Healthstyle]
The Covid 19 pandemic has highlighted the importance of functioning public systems to contain infectious diseases. Our macro trend “1.5m Society” already featured initial approaches to this. It will now be replaced by “Public Health”, because public health measures will play a major role in effectively countering future pandemics and averting health risks associated with climate change and environmental pollution.
Food Fashions = Food Experiences [Mega-Trend: Conscious Eating]
The “Food Fashions” macro-trend has been updated to become “Food Experiences” to cover the growing demand for gastro experiences – whether offline or digital. Trends in the food industry are now accompanied by technological developments. Whether it’s TikTok meals or NFT communities for a coffee subscription – users expect more than mere enjoyment.
Merged macro-trends
Complementary Healing = Healthy Habits [Mega-Trend: Consumerism 2.0]
The former Macro trend “Complementary Healing” has been integrated into “Healthy Habits”. There is great demand for natural, plant-based substances for the prevention and treatment of health problems. Mistrust in evidence-based medicine and in state health services is strengthening the trend toward alternative medicine. Whether acupuncture, homeopathy or Ayurveda – complementary medicine promises a holistic, individual consideration of illness and health, and this approach attracts very many people.