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megatrends
Megatrends are global phenomena that have unavoidable and significant effects on a long, 10-15 year time-horizon. These are ’bundles’ of trends that have long-term influence on our everyday life, and reflect the changes in its frames. Megatrends are connected to each other in several fields, their effects can be perceived for years.
new dimensions of time and space (the effect of ICT devices) – along with the spread and the even larger opportunities of ICT devices, the virtual world has a new significance. Nowadays, the improvement of these devices does not only influence time saving and time interpretation, but also spatial perception and the surmount of spatial obstacles. Mobility is understood among new limitations, the real and physical boarders have even less barriers to hold up the ideas of human.
the power of communities (virtual and offline networking) – the opportunity of connectivity means the appearance of new communities, including community thinking sometimes without personal meetings. Networking did not only create new patterns in the personal life or work life, but also in case of certain markets. The melting of markets, the phenomenon that industries form new communities, in special cases the appearance of new industries all relate to this topic, influencing on a long run. The power of consumers increases; in some case their resistance has new opportunities.
visual – one of the characteristic features of the info-communication society is the information dumping, the excess of available information. The elaboration and „densitation” of these information became the task of infographics, which is not only about visualizing information, but also about its presentation on a different level. Since visual tools enable us to grab inforamtion in a more complex and rapid way, showing gains even larger importance in all aspects of life. The intensified pace of life, the challenge originating from enlarged information gaining, result in a reformed informing habits system. We read even less and we gain knowledge with pictures.
eroding generational borders – the harmonic “lifetask-borders” of the previous era are and becoming even more obscure. The previously strong triad (child, people with family, seniors) has broken up; the largest proportion of the society only wants to be young. Children would like to be young even earlier, because this is the desired state, while older people would like to be seen as young for even longer. Aging societies, the demographic problems of the developed countries have numerous consequences.
redefined work - the decisive role of the service sector resulted in the alteration of working and work competencies. The appearance of the creative class is related to the new opportunities of working conditions and also concluded from the new behaviour and expectations of the young generation.
evident experiences – in both, the virtual and the real world, it is a consumer expectation to be entertained, to be supplied with experiences. Providing experiences is considered as basics. This expectation has been present for a long time and seems to be permanent while it appears in even more areas.
greater power of women - Female Fever – we are susceptible to establish our way of thinking on experience coming from our close environment, from our continent. When analysing the situation of women from a global perspective, we have to emphasise that even more women have jobs, and become educated. As a result the economic power and the interest enforcement ability of women increase.
widening health market – nowadays it is not surprising that the preservation and the improvement of health together with the amount spent on overcoming smaller illnesses have a wider place in household spending. Today we do not talk about disease markets, but about health markets, we talk about a widened market expanding to prevention and other markets as well (food, fashion, leisure, etc.)
green-paradigm/organic-chic – the significant influence of environmental consciousness and new decision priorities, substituting unlimited consumption, is a new phenomenon, which spread among the economic depression experienced consumers of the developed world. Organic-chic does not only appear to save the environment, but also to support clever and economical decisions. With other words the New Norm has born. Consumers consuming environmental and health conscious life style have appeared in Hungary in an assessable size.
crumbledness – whatever aspect of life is analysed, it is a characteristic appearing in the forefront. Crumbs knowledge, fragmented information, the deeper knowledge of a given field and the lack of wider knowledge significantly characterizes people. Crumbledness is also true for human relations, for patchwork families and also for crumbled (multi)identities.
knowledge chasm – nowadays there are no differences between people, but there is a chasm when considering knowledge. Having a routine in the digital world or opting out of it is determining, it has a strong rooming effect. This chasm is also relevant for the creative and innovative knowledge. This forms a narrow knowledge elite and employers fight for this elite’s performance and for their „brain”. For companies, the majority is only interesting as consumers.
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