The book “Trendsociology v. 2.0” is based on some basic facts about trends. This is a small excerpt from the book, published by pej gruppen. Buy the book here.

1 Part of something bigger
Any trend is a fundamental part of something bigger – any minorchange is part of a significant change. For example, trends in fashion are part of major lifestyle and cultural changes. In other words, we can view any trend as a change within the framework of an even bigger change.

2 Everything comes back
Within lifestyle products, communication and design, it is well known that everything comes back or is part of a circular process – mostly driven by the sensitivity towards and a need for nostalgia. The emotional connection to a specific period is sought to gain a foothold in a changed world. By going back in time and finding what we see in the present as something unique but well known, we obtain a sense of security and a more straightforward identification with what is new. A trend today consists mostly of individual elements from an earlier time or period of inspiration, interpreted in a new way and/or combined with new and different elements, which overall gives a whole
new lifestyle, a new expression and a new behaviour. A kind of advanced recycling.

3 Speed is increasing
The circular concept also lends to the fact that a trend begins among the potential and progressive future consumers as a backlash to what is present in the masses. When a trend sociologist spots a trend, and this results in new products, it is mostly a reaction to the increasing consumption need. When products that are based on this group’s needs are made available to the masses, the incremental demand must offer something new. A powerful pressure for speed will eventually influence this circular and reverse process. Development and adaptation happen with greater and greater speed. And this creates problems for those who want to analyse and study the changes based on a broader sociological mindset and concept. It requires significant knowledge and experience to be able to read, understand and predict changes in a time when there is no time to stop and look at the whole thing from above.

4 Built-in countertrend
A trend also consists both of a central trend and its opposite as an integrated element. The progressive consumers most often respond with the opposite of what applies to the general population, and for some types of trends it is even possible to track fluctuations from one end of the underlying trend spectrum to the other end. A kind of pendulum oscillation between two opposites, such as, for example, individualism vs. community, colourful vs. toned down, etc..

Do you want to know more about the concept and dicipline of ‘trend sociology’ (it’s 400 pages) it is possible to buy the book here.

The book consists of three parts:
1. Theory and practical description of what a trend is, how it is spread and what effect it may have.
2. Interview with 17 of the world’s top trend researchers
3. Practical process description (5 phased process) with concrete methods and tools for working with trends.