"TREND" REPORTS ARE GARBAGE.

Well not entirely, but people often get caught up in these reports somehow being THE bible of change for the coming year. 

Sure they are useful snapshots of change, or a way to get caught up on a number of ideas quickly…

… but often they are hyperbolic, overly optimistic, or biased by the worldview of the author/company’s interests etc.

Not to mention that culture and the world is in constant motion and the context of who/where in the world you are talking about as well as the interests of the business using these trends to guide strategy, marketing or product development.

All that being said, the one trend report that I really look forward to every year, is Matt Klein’s “Meta Trending Trends” - where he compiles and analyzes overlapping trends from 30 trend reports around the world.

This year, he’s distilled 11 overlapping themes. 

Last (and please print this out, underline it, highlight it and hang it by your desk) and most important to think about whenever cautiously approaching a “trend” in the wild, is Matt’s point on hyped up trends with no organic movement behind them:

“Many of the +500 reported trends each year feel synthetic. In other words, nearly all “trends” feel propped up and perpetuated by business. Stop trying to make AR-shopping happen — it’s not going to happen. Cultural movements only flourish when there’s innate energy, I.e. organic behavior. There remains no need nor want behind AR-shopping, therefore it doesn’t thrive… this is despite +20 reports promising it will each year.”

Enjoy.

The Meta Trending Trends: 2020 - Top 11 Overlapping Cultural Trends From 30 Reports

*** P.S.

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