Research Guides
Trend Drivers identify the core conscious and subconscious influences on consumer behaviors. Experience is about consumers seeking and discovering stimulation, such as having a sense of adventure, seeking fun in all aspects of life, finding more joy in experiences than in material possessions, or enjoying things that remind them of the past. Identity trend focuses on how consumers understand and express themselves, and their place in society. Rights are about consumers feeling respected, protected, and supported. Surroundings look at consumers feeling connected to their external environment. Consumers finding solutions through tech in the physical and digital worlds is what you'll find in the Technology Trend Driver. Value focuses on consumers finding tangible, measurable benefits from what they invest in. Wellness is about consumers seeking physical and mental well-being.
