“Trends are only relevant in the fashion industry…..!”

This is a prevalent belief, and it is both right and wrong. It is true that trends very much influence the fashion industry, but there is a wide range of other industries affected too; ranging from architecture and styling of homes, shops and public spaces to garden, furniture and interior design, as well as food and drink, books, etc. Trends dictate what is hottest right now in all categories: toys, gadgets, sports, cars and much more. Yes, even dieting, advertising, technology, media and management theories are influenced by trends. Most of all, because all of these industries are interested in changing human behaviour, to tap into the spirit of the time (sometimes referred to as Zeitgeist) and to be a success.

Why is it called trend sociology?

Trend Sociology deals with the compound concept and discipline of ‘trend sociology’, a term which was defined in the first book released in 2002 by pej gruppen. Sociology is the interdisciplinary discipline that forms the background for the analysis of change of individuals and groups in a dynamic world. Trends are the manifestations of these changes.

Are you curious?

Trends are fleeting and changeable, and often opaque and unmanageable – most of all because they are usually currents which cannot be quantified or documented. However, there is method in the madness; knowledge of trends can ensure that you launch the right product or service at the right time with the right communication and in the right packaging in the right sales channel. The starting point of working with trends is an inherent curiosity and an understanding of the coherent development, which characterises the world, society, culture, the spirit of the time values, lifestyle and consumption. You need to be curious by nature, to be able
to absorb vast amounts of information and to analyse it so that it makes sense for others.

What is the purpose of the book?

The purpose is to demystify the concept of trend sociology and to give a specific and thorough introduction to the actual concept of trend, remove some of the ambiguity and debunk the myths. The reader must both be able to understand the big picture of changes in society and be able to zoom in on the specific trend types and their content, meaning and effect within various industries. The purpose of the book is also to give the reader a series of specific instructions for trend processes, methods and tools.

What’s in the book?

This book is the dissemination of knowledge and experience on how to view contexts, lines and movements in the world, a society and a culture in transition. The content is a constructive mix of history, theory, method and practice, and is the result of more than forty years with practical trend and development projects, lifestyle research and presentation.
The book’s methods and tools allow the reader to understand the big and small changes, as it provides a guide towards specific ways of thinking, concepts, techniques and practices that can form the basis for practical work with changes and trends.

Who can read the book?

The content is of a broad nature, and everyone who works with and/or has an interest in trends and modern consumer behaviour can read it. The material is a refractive field between theory and practice and is seasoned with vast amounts of experience. The aim is to enable the reader to tackle the concept of trend, theoretical as well as practical, and answer the following questions: How does a trend emerge? Why does a trend emerge? What is a trend? What can a trend be used for? And how do you identify and respond to it?

What is not covered in this book?

It is impossible to cover everything. Therefore, the focus is on the changes that manifest themselves as big and small trends and how they influence the development and adaptation of lifestyle products and services.
The focus is on trend sociology and future studies. We will present the explanation of the two research disciplines and their similarities/differences later, but, for now, it should be noted that trend sociology spans a maximum of five to ten years, whereas future studies have a more extended horizon.
The book does not contain a complete list of the hottest trends right now – a list like that would be out of date in no time. Instead, we use a theoretical and practical approach to the subject, which can make the book relevant for many years.

Do you want to know more?

Even though trend sociologists have written a book, it is not an academic thesis. Therefore, there are no detailed notes, references and source list. Many other inspirational books have been written about trends, future studies, scenario structures, etc. We have included the best of these in a comprehensive source list at the back of the book and hence provide ample possibilities to learn even more about trend forecasting.