77 The spirit of the times is an indication of how society is built and functions at a specific point in time. There are general factors which affect the spirit, however, it is important to bear in mind that any of these factors can shift slightly at any point in time, thus creating a new ripple. An example of such could be that convenient solutions result in laziness rather than desire to spend quality time. If such a thing should happen, the social structure and spirit would no longer be the same, seeing as the fundamental human attitude towards manual or mental labor would have changed. These shifts make megatrends and subsequent trends very hard to control.
Convenience, Community and Health can just as easily be shifted towards negative trends which cause disruption and creates new challenges for society. If the new data storage systems within healthcare malfunctions repeatedly, the disruption it causes could affect citizens so much so that mistrust spreads or fatality rates increase. Those are worst case scenarios, but such scenarios must be calculated into the trend diffusion, as it could entirely obliterate the trend itself. Community could also suffer if security is breached, which subsequently would make society paranoid, and subsequently this paranoia would have strong effects on the ability of individuals to interact. If the members of an online service-providing community do not take their responsibility seriously, when they offer a service, acting as a groups of individuals with no regards to their fellow community members, this microtrend would then fade into nothing, buried by growing mistrust in fellow human beings. Clearly, the trend universe is subjective to all manners of influences, which cannot all be controlled, wherefore, the best way to preempt possible trend disruption is by understanding the two opposite ends of the trend diffusion process – the foundation and the consumer.
78 stem from human action, or as a result of it. The Health megatrend stemmed from an increasingly ageing and urbanized population which in turn results in overburdened hospitals and other official capacities; urbanization and ageing is shaped by human action. Such challenges, as are posed by urbanization and ageing, are solved by patient self-sufficiency and societal efficiency. It is illustrated through the examples of the health section of the analysis that the original mindset in society that illness is treated rather than prevented has caused the population to expect to be taken care of, rather than taking care of themselves. Such a change in mindset in order to meet the challenges and find innovative solutions to them is, once again, a matter of human interaction.
Although such overarching shifts and deep rooted changes are only visible when observing the past, it has still been clear that change was needed. The need for change is another factor which links the megatrend to the other levels in the trend process. Challenges signify that something is in need of change, and since challenges shape megatrends, it must also be important to the remaining process.
Understanding is another important link that supports and connects the stages of the trend diffusion process. As the original diffusion curve illustrates, the product gains trust and followers once understanding and acceptance has spread. The same is applicable to the diffusion of a trend, from macro- to micro levels of society. The linking aspect in the diffusion process include the need for change, the capabilities to put innovations and solutions into motion and the willingness to adopt these solutions. The need initiates the process, the capabilities enable the process and the willingness allows the process to remain and flourish.
The Convenience megatrend illustrates that all these levels and megatrends are ultimately connected and interlinked, as they form the so-called ‘ecosystem’ of the trend diffusion process.
The trend relations fuel their existence. These relations are assisted by factors that help shape the trends; technology, communication, innovation. These factors are also a part of the glue that connects the trend universe, and a part of the substance that gives meaning to it. In the 21st century, the spirit of the times signifies a strong tie to technology, as it enables convenience and efficient communication. Communication, in turn, enables innovation; no innovation invented by a single individual will reach the population without some manner of communication. Linking these aspects of the trend diffusion process, once again, includes human interaction and the need for change. Even as megatrends stem from challenges, and undoubtedly create new challenges
79 throughout the diffusion process, the ability of the population to interact in order to connect and create meaning in the process makes the process possible.
Megatrends are overarching and long-lasting shifts in society, and these shift are initiated by a change in human behavior. Some affects can stem from climate changes or other factors outside the control of human beings, however, in the basic anatomy of a trend, I will conclude that the true essence of the interlinkage is human interaction and understanding.
As the model in figure 8 indicates, the very center of the process is the consumer or the individual, without whom there would be no reason to start a trend. The Individualism paradigm and the Generational Cohort theory both provide a manner of understanding the human psyche and human action. In conclusion, human beings act both individually and as a part of a community, depending on their motivation. Motivation is the last link I wish to mention, as it is also essential to the process. Motivations for adopting or not adopting, for accepting or not accepting.
Motivations are at the center of human action, wherefore they are central to the process.
The connections between megatrends, microtrends and consumer products and services are therefore, in conclusion, a result of needs, motivations, human interactions fueled by communication, innovation and technology. Many small factors influence each specific megatrend, however, in the light of the thesis cases, it is clear that the four aforementioned factors are the most central to the process. Trends on all levels of society help shape it, and it is therefore necessary for society to understand them and observe them. Doing so has the power to make or break organizations, businesses and society itself. I firmly believe that any business must take trends seriously, also those that are outside their area of expertise, as the entire universe of trends is interlinked. Convenience is linked to Health through demographic changes, social needs and personal motivation, whereas it is linked to Community through environmental changes, demographic change, the resulting social needs and communal motivation. All these links are, as mentioned earlier, fueled by human interaction and action.
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