As part of the revision of our Trend Universe, in addition to developing new content, we have also made a number of small adjustments to the macro-trends, which will remain in the Trend Universe. We always strive to keep our content as relevant as possible for you, which is why small adjustments are inevitable here. In some cases, for example, a new driver for a trend has emerged, while for other trends we wanted to further strengthen important statements or add a newly emerged subtopic.
Below you will find an explanation of each macro-trend that has been adjusted. This allows you to clearly track whether anything has changed regarding the trends that are relevant to you.
The updates in detail:
Purpose-Driven Marketing:
This macro-trend was updated to include so-called social start-ups that integrate purpose directly into their business model. The focus was also placed on authenticity in campaigns rather than so-called wokewashing, a danger with purpose marketing.
Visual Zeitgeist:
This macro-trend was adapted to current platforms and social media movements. However, the basic statement of visual influencing via social networks remains independent of the platform most commonly used right now.
Crowd Actions:
Only marginal text changes and one driver is swapped.
Gaming Universe:
The gaming universe is constantly growing in terms of reach and functionality. So-called Serious Games use playful approaches and gaming platforms to train employees or highlight social and societal issues directly in the respective game.
Data Literacy:
We have more fully developed the aspect of data literacy in the corporate context. A growing awareness of the value of the available data is pushing the development of data literacy.
Food for Climate:
The macro-trend was updated to more clearly highlight the change phenomenon of rising demand for climate-friendly products in the food sector. The “Cottagecore” driver was also replaced.
Human Robot Collaboration:
In some places, we have noted that the robots mentioned here are not just physical constructions but may also be software robots.
AI Alphas:
AI Alphas are not only defined by a nearly contact with artificial intelligence, but also by the omnipresence of social media – whether TikTok or WhatsApp groups in school. We have added these aspects.
Purification:
Here, only the first paragraph of the main text was revised in order to clarify the text.
Emission Handling:
This macro-trend was updated to clarify the differences to the new “Post-Carbon Industry” macro-trend. Whereas the new macro-trend focuses on the decarbonization of industrial processes in the “Exponential Industries” mega-trend, “Emission Handling” is mainly concerned with the use and handling of (still) unavoidable emissions.
Curated Consumption:
The search for meaning has been added to this macro-trend, as more and more consumers are becoming aware of the impact of their choices. Curators are expanding their function from consumption consultants to meaning consultants.
Last Mile Solutions:
To cover the “last mile” quickly and affordably will remain a key success factor for companies. New concepts for logistics hub combined with smart software and sustainable mobility will be needed to ensure that the ever faster delivery times are affordable and eco-friendly.
Digital Currencies:
To do justice to the emergence of so many metaverse projects and their specific IT architectures and tokenomics, they are defined as a new driver of digital currencies.
Omnichannel Performance:
The “Metaverse Commerce” driver was updated to include the latest developments in this area with regard to e-commerce.
Platform Economy:
To counter the one-sided power structures favoring the platform operators and the resulting misuse of this power, there is an emergence of new forms of decentralized marketplaces and applications that are trying to level out this power imbalance between the various players. What’s more, retailers are using the mechanisms of the platform strategy to upgrade their own product range with third-party products and services.
Autonomous Systems:
We have expanded the Autonomous Systems macro-trend. The aspect of autonomous goods, logistics and service robots was included. This had an impact on the drivers as well as the challenges & opportunities.
Lifestyle Diversity:
The macro-trend was updated to more clearly highlight the growing acceptance of different lifestyles and roles in family structures. For Generation Z, leisure and culture are also understood more as a playing field which Gen Z uses with less prejudice.