From 02 December 2024, the new Trendone trend universe will be available in the Trend Manager. This update includes the content adaptation, expansion & replacement of existing macro trends as well as the publication of one new mega trend and 23 completely new macro trends. The update is voluntary and you can accept it, adopt individual trends or decide to continue working with the previous trend universe. However, we strongly recommend that you carry out the entire update in order to align your trend management as closely as possible with current social and technological developments.
Important: When you activate a new trend, the ancestors of the trend, if any, are automatically deactivated. The ancestors are simply no longer displayed in the Trendfinder. The deactivated trends are always included in all existing radars, innovation fields, innovation projects and workspaces.
All adjustments to the Trendone trend universe are shown and explained below. This allows you to track any changes to the trend universe.
In our support area you will also find detailed help on activating and managing the Trend Universe.
New Mega-Trend
Age of Disorder
The new mega trend describes an era of profound and global change characterised by uncertainty, unpredictability and instability. It refers to the current state of the world, in which traditional orders and systems are being put to the test and increasingly replaced by new, sometimes chaotic structures. Typical characteristics of the mega trend include geopolitical uncertainties, economic volatility, technological disruption, social upheaval and ecological crises.
Renamed Mega-Trends
Consumerism 2.0 –> Evolving Consumerism
Woke Culture –> Caring Society
New Macro-Trends
Competing in Space (Mega-Trend: Age of Disorder)
Competing in Space refers to the increasing activity and commercial and geostrategic competition in space. These are operated by both state and private players.
Defending Democracy (Mega-Trend: Age of Disorder)
Liberal democracies are under pressure around the world and must be able to defend themselves – externally against authoritarian states and internally against anti-democratic, extremist movements that are increasingly winning over people from the centre of society.
Managing Demographics (Mega-Trend: Age of Disorder)
Demographic change is causing problems for many countries in terms of pension and healthcare systems, old-age care and the labour market. Family-friendly policies and a future-orientated migration system can counteract this.
Post-Reality (Mega-Trend: Age of Disorder)
The times when societies reliably referred to a universally valid reality or a universally valid collective perception of reality are over. Today, reality has become a negotiable and manipulable construct.
Protecting Industries (Mega-Trend: Age of Disorder)
To ensure the competitiveness of domestic industries, governments are increasingly focussing on subsidies and protective industrial policy.
Robolution (Mega-Trend: Age of Disorder)
Robolution describes the rapid development and integration of robotics and automation in almost all areas of our lives. This revolution is not only changing industry, but also people’s everyday lives.
Responsible AI (Mega-Trend: Artificial Intelligence)
Responsible AI describes the responsible development and use of artificial intelligence. It refers to the ethical, transparent and accountable use of AI technology.
DePIN (Mega-Trend: Intelligent Infrstructure)
‘Decentralised Physical Infrastructure (DePIN)’ is intended to complement or replace existing infrastructures. The concept is made possible by the progress and spread of blockchain and IoT technologies.
Digital Sobriety (Mega-Trend: Connected World)
Many people are longing for a break from the digital world and are switching to digital detox to protect their mental health. The more conscious use of digital technologies should also make life and learning easier for children.
Service Automation (Mega-Trend: Smart Surrounding)
Workflows and services in the hospitality sector are becoming increasingly automated. Advances in robotics, sensor technology and autonomous control with the help of AI systems are making a significant contribution to this development.
Embedded Finance (Mega-Trend: Seamless Commerce)
The seamless integration of financial services into primarily non-financial applications and ecosystems is known as embedded finance. Embedded finance is becoming a key factor in customer satisfaction and also offers companies new sources of revenue.
Longevity (Mega-Trend: Engineered Evolution)
Longevity research is currently experiencing an upswing. With the help of epigenetics and biotechnological research, the four focus areas of nutrition, exercise, regeneration and mental health are to be strongly personalised and preventively designed for a long and healthy life.
Virtual Humans (Mega-Trend: Virtualisation)
Virtual humans are digital 3D models of real or fictitious people. They take on tasks for real people in digital contexts and, thanks to AI, can learn independently in order to autonomously take on more and more tasks for users.
Affordable Housing (Mega-Trend: Urbanisation)
The housing crisis is not only having a negative impact on people’s future plans and declining purchasing power, the housing market is also becoming a locational disadvantage for companies when recruiting employees.
Enterprise Intelligence (Mega-Trend: Future Skillsets)
Enterprise intelligence helps companies to automate knowledge management, make data-driven decisions, minimise risks and gain a competitive advantage. It is a key trend for the future of business.
Invention AI (Mega-Trend: Exponential Industries)
AI technologies are increasingly being used in research and development to find innovative solutions to complex problems. Whether in medical research, the development of medicines, a new perfume or a new type of beer, AI is helping research institutions and companies to drive innovation forward.
DIY-Healthcare (Mega-Trend: Healthstyle)
Patients are increasingly taking a proactive and participatory approach to their health. They inform themselves about health topics or therapies across all channels and use digital tools and innovative medical technology and services to monitor and promote their health and adhere to treatment plans.
Lavish Lifestyle (Mega-Trend: Evolving Consumerism)
Luxury is no longer the exclusive preserve of the wealthy. It is becoming accessible to broader sections of the population and allows them to enjoy exceptional experiences and products of a special aesthetic and quality.
Custom Beauty (Mega-Trend: Evolving Consumerism)
The beauty industry is booming and is constantly adapting to social media trends and socio-cultural and technological developments. Consumers are offered customised products that address their quest for individuality, self-care and health awareness.
Community Revival (Mega-Trend: Caring Society)
In our globalised world, a sense of community and the need for belonging and identification are experiencing a renaissance. Local communities strengthen personal relationships, counteract loneliness and make it possible to tackle societal and social challenges collectively.
Functional Nutrition (Mega-Trend: Conscious Eating)
Increased health awareness and food intolerances have changed the way we view our diet. Food is increasingly being measured in terms of the added value it offers for body and mind and how it can be used specifically for preventive health care or to combat illness.
Rethinking Education (Mega-Trend: Future Skillsets)
Digitalisation and artificial intelligence, a shortage of teachers and increasing diversity pose major challenges for education systems. In order to strengthen education as an important prerequisite for a functioning democracy and economic growth, we not only need more investment in educational equality, but also a rethink towards new teaching and learning methods.
Automated Campaigns (Mega-Trend: Attention Economy)
AI-supported data analyses and generative AI are massively driving automation and the degree of personalisation in marketing. Predictive analyses allow the results of marketing campaigns to be assessed more precisely, so that decisions can be optimised and resources used more efficiently.
Replaced Macro-Trends
Smart Home = Smart Buildings
Smart building stands for the intelligent networking of technology and devices in buildings and facilities. This turns properties into interactive environments that can not only be operated remotely, but also adapt to the residents and users.
Closed Context Communities = Fanthusiasm
Fanthusiasm describes the enthusiastic attachment of fans to the people, objects and cultural assets that they love and admire. This loyalty is reinforced by the shared fascination within the community.
Expired Macro-Trends
Responsible Media (Mega-Trend: Connected World)
The topics of AI-supported fake news and disinformation are addressed in the new megatrend Age of Disorder, in the macro-trends Post-Reality and Defending Democracy.
New Frontiers (Mega-Trend: Urbanisation)
The competition for strategic positioning in space, the development of space technologies and business opportunities is depicted in the new mega-trend Age of Disorder, in the macro-trend Competing in Space.
Health Sensors (Mega-Trend: Healthstyle)
Neo-Politics (Mega-Trend: Caring Society)
Political participation and involvement are depicted in the new Age of Disorder mega-trend, in the Defending Democracy macro-trend.