I ntrodu C t I on

We conducted this research report with the intention of discovering future trends among consumers with regards to sustainability. As a group we have developed our analysis skills and ability to uncover emerging mega, macro and micro trends. During the project there has been specific emphasis on the importance of teamwork, and we have been able to improve on these skills, despite the Covid-19 pandemic which restricted our ability to meet in person. Teamwork was an important element of our report as we all communicated ideas and research to discover future trends based on broad research and analysis. Teamwork is particularly important when all members have a shared goal to succeed. In order to work in a team successfully and achieve the best outcome, we organised a team charter at the start of the project which outlined the strengths and weaknesses of each member. This aided the process of selecting suitable weekly tasks to play on strengths. An effective team incorporates a range of work styles (Parker, 2008) to achieve success, so it was advantageous that our team have strengths in different areas. As well as this, we were able to track our progress using a series of weekly logs which we completed to reflect on the standard of work set in the previous weeks and assign tasks for the following week. This was a helpful tool which enabled us to be more organised and proactive.

The task required us to collect research on zeitgeist themes of which we selected: Coronavirus, the Ageing Population and Climate Change. We conducted a presentation which included extensive research on these mega trends focusing on three macro trends for each, before coming to the decision to further explore the theme of Climate Change, due to its contemporary relevance and growing importance. We soon after titled the theme Hyperconscious Consumerism, due to the focus on living a more sustainable and thoughtful lifestyle, acting on zero-waste decisions where possible. The decision for the name was continually modified throughout the research and writing process of the report. Many ideas around zero waste, conscious consumption and ethical living were considered to represent the best-case scenario for the future of sustainability. Cooperatively the name Hyperconscious Consumerism was chosen to represent and summarise the identified trend of living with only what is required to reduce waste.

Although our research allowed us to make important breakthroughs regarding our chosen theme, the main objective of this project was to develop our understanding of trend shifts from a social and political viewpoint, as well as how they occur within society. Academic resources are central to the report, including a PESTEL analysis, Trend Cartograms (visual) and relevant theories and standpoints which we became aware of through academic readings. Awareness of the importance of the consumer was shown within our report. Using market segmentation, we broke-down the psychographics, behavioural and demographic aspects of how we envisioned our ideal consumer. It is important to understand the consumer in the present day due to the continually changing external environment which largely impacts product life cycles. With multiple opportunities arising, it is important for businesses to be aware of how to capitalise on which.