A megatrend determines the values of consumers, creating multiple maxitrends. These maxitrends influence individuals and lead to microtrends. The trend pyramid serves as a tool to describe trends, their consequences and their effects.
Identifying a trend often starts at the top of the pyramid, with a development in the market and thus a microtrend.
Example 1
The emergence of plant-based meat brands in the USA has increased (microtrend). This stems from a great interest in lowering meat intake and lowering our carbon footprint (maxitrend). This is the result of greater climate change/awareness (megatrend).
Example 2
The rise in popularity of sushi places in the Western hemisphere (microtrend) is caused by greater Asian influences in the US food industry (maxitrend), due to globalization (megatrend).
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