The document discusses trends and trendspotting. It defines trends as directed movements or behaviors that imply change over time, while fads are short-lived behaviors or interests that are highly popular for a brief period. Trends are longer lasting and more widespread than fads. Trendspotting involves identifying patterns and emerging trends by gathering information from direct immersion and engagement with people and events. It is an important skill for predicting future trends and gaining a competitive advantage. The document provides guidance on analyzing trends and projecting their potential future developments based on driving and enabling forces, as well as friction from social norms and values that may slow or block change.

1. @nicolegelique
P.1
TRENDS
TREND
 A directed movement or behavior
 Implies change: positive or negative, good
or bad, stable or erratic
 It is unpredictable
FAD
 Highly interesting in a relatively short
period of time
 Comes and goes, short-lived
 It helps to predict a trend
Ex. Late 80’s and 90’s
FAD- Boom in the computer industry
TREND- Taking computer-related courses
such as computer information technology in
the tertiary education.
ELEMENTS & CHARACTERISTICS OF A TREND
1. Appeal
-degree of attraction
2. Result
-Impact
-Ability to produce sustainable
movement/change
3. Scope
-Extent of influence
4. Support
-Structure that enables a fad or a trend to
be sustainable.
5. Sustainability
-Length of time of continuous existence
 FAD
- Few weeks up to few months
-Relatively brief
 TRENDS
-Months & years
-Long period of time
6. Value
-utility or usefulness
 FAD
-Limited only to areas where it is
directly related
 TRENDS
-Different areas which may not be
related.
FAD & TRENDS
 Easy access
 Easy to get
 Makes people to look or feel better
EMERGENCE OF TREND
 Pattern Recognition
-Identifying patterns recognizing
emerging trends.
-encountering patterns adapting to the
world
-“No innate ideas” – Locke
TRENDSPOTTING
“The only thing that is constant is change”
-Heraclitus
 The Rise of Culinary Tourism
Food Tourism – revolves around the human
need to eat.
FAD TREND
-Hyped or advertised
(usually by media)
-Accepted by limited
group of people.
-Support is almost
inexistent and unclear
-Endures with or
without publicity
-Accepted by a wide
audience or a large
group of consumers.
-Supported by a
number of fads,
existing trends and
prevalent socio-
economic, political and
religio-cultural factors,
etc.

2. @nicolegelique
Provides authenticity, which is its biggest
draw to travelers (What factors made this
popular?)
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 Also called cool hunting and trend analysis.
 Looking at the future through the lens of
the present moment.
 Being able to predict a trend is a valued skill
for the global citizen.
 Start with environmental scanning or
engaging in the process of gathering
information
 Demands of breadth of analysis.
TRENDSPOTTER
 Kara David “Gintong Putik”
 Do not content themselves with secondary
sources. They immerse themselves directly
with people, within places and in events.
 Early identification is a key to
trendspotting.
 There is a competitive advantage in
noticing new forces earlier than others.
TREND SIGNIFICANCE GUIDE QUESTIONS
1) Does this fit a pattern?
2) Is this suggestive of a pattern?
3) Is this a part of a bigger phenomena, a
growth or decline of significance that will
change the environment?
4) Does it offer threat and opportunities, and
will it change what is required of
organizations in order for it to be
successful?
TRENDSPOTTING
 It is a product of a through and careful
analysis of anybody who is sensitive to
what is happening in the society.
 Once identified, a trend is categorized,
interpreted and labelled based on their
contexts and perspectives.
 Some trends are relatively easy and nobody
would contend their interpretation.
OVERANALYSIS
 Japan
-observed to have an aging population.
 Philippines
-observed to have increasing population.
P.4
PROJECTION TRENDS
 Where is this trend heading?
 Trend projection assumes that the future
will be a logical extension of a past.
 The future can be conceived as the
convergence of different forces of change
 4 FACTORS
1. Drivers - vital part, starter of trend
2. Enablers- acts as catalyst of driver.. adds
fuel to fire
3. Blockers- occur when people
internionally stop or slow a trend
4. Friction- resistance to change, occur
naturally and inevitably because of norms
 CATALYST - a substance that increase rate of
chem reaction wihout itself undergoing to any
perm chemical change
 NORMS - something that is usual typical or
standard
- standard pattern esp, to soc.
Behavior that is typical or extended by a
group
 FORCE OF TRENDS
1. Technology - (DRIVER) the most
powerful force

3. @nicolegelique
- provides new capabilities to
proudcts and services
- allows us to do more/less
- not fool proof/ sometimes
fail to solve problems/ creates new
problems
2. Powerful Individuals / organizations
3. Ideas / ideologies - concepts that people
subscribe or believe in
 DEMOCRACY
- ideology of letting
masses to choose leaders.
- vox populi vox dei
 VEGITARIANISM
-practice of abstaining
from eating any form of meat
A. Lacto ovo - cheese milk
egg
B. Lacto - di pede cheese
pero pede sa dairy
C. Ovo - egg lang di dairy
D. Vegan - pure veg
4. SOCIAL and MORAL VALUES
- most - (FRICTION)
- basically the same but values (right
and wrong) social (focus on what is
accepted by many/ society)
- reason why change is slow. Applies
break on future
- last line of defense (agaiants a rush
of change)
- conflicts the values surface
whether we should block future or not
- often social values are
institutionalized in the form of regulation