Oona Strathern Author & Trend Consultant

Studies

Trend Report 2007

Key socio-cultural trends for future markets

Matthias Horx, Co-author Oona Strathern

In the language of the trend researchers and futurologists, the term „socio-cultural“ suggests that these trends are ones in which a measurable sociography plays a role. As opposed to pure lifestyle trends which are limited to the sphere of consumer and style developments, socio-cultural trends deal with changes in social behaviour which can be measured using hard indicators. In this abstract of the Zukunftsinstitut's „Trend-Report 2007“ you find 9 socio-cultural trends – from The New Morality to Gourmet-Sex.

The New Morality:
How commitment to doing good has become an economic necessity
Me-Volution:
The Web 2.0 creates social structures of the third degree
Neo Cities:
The new global urbanisation
The India-Feeling:
Kitsch, colour, reincarnation – India´s culture is becoming a cult in Europa
Happyology:
The science of happiness
Gourmet-Sex:
The new erotic culture
Home-Heroes:
The glorification of domesticity – for both sexes
Smart Basics:
The new cheap convenience brands: young, cool, chic, designer
Clever Kids:
The new innovation project children