Introducing Macro and Micro Trends

Trend research is about detecting signs of change happening right now and directions these indicate to possible futures.

This document focuses on consumer trends which explore how consumers behave, what they want and how they observe the world. To understand consumer trends, you must first understand that there are various types of trends; political, demographic, economic, technology, industry, new product categories etc. A consumer trend is a brand new manifestation among people in behaviour, attitude, or expectation-of a fundamental human need, want or desire.

In the analysis of consumer trends, the other types of trends are leveraged as evidence and data points. For example, robot vacuums are an example of a new product category trend, not a consumer trend, because they are not new behaviours, attitudes, or expectations. However, the use of robot vacuums by consumers is likely to heighten expectations of ultraconvenience, hygiene, and automation within the home. An ageing population is not a consumer trend. But look at the products and services a healthier, more active, demanding, design-conscious set of older adults are embracing, and you may uncover something new.

At NICA we structure our consumer trends into three main layers:

At the base, we have micro-trends. These granular level trends take hundreds of forms that address specific needs, wants and desires. They can be activity, product, or service-related and are more tangible developments.

Next, we have the macro layer. These are made up of clusters of micro-trends, forming a long-term directional shift that affects a large population, often on a global scale.

Finally, we have mega-trends. Whether internally or externally focused, these are big, slow-moving currents that remain broadly stable year on year (generally lasting decades) and can be applied across industries, demographics, and geographical regions.

© Leon