What trends reveal about the world—and how brands should use them

The trends NellyRodi studies aren’t simple, fleeting waves meant to fuel Instagram and TikTok.

Our teams are especially interested in the profound cultural forces—with their codes, images, values and words—that shape our behavior, esthetics and products and that reflect our aspirations. These energies communicate a fundamental consumer need: to see the world change and to witness a revolutionary rupture with the past.

By their very essence, trends don’t last forever; they disrupt and transform and then either fade away or root so deeply into our culture that they become norms.

Trends never emerge by chance, they are always formed at the intersection of three dynamics.

Aspiration: a core need shared by a group of consumers.

Consumer aspirations are generally tied to their definition of happiness and success: purchasing power, self-esteem, social engagement and faith in the future.
 

Resonance: the trend’s capacity to integrate into and come alive in the shared culture* of a collective of individuals.

 *An ensemble of knowledge, beliefs, values, arts, laws, customs, abilities, habits, institutions, technologies and artefacts shared and recognized by a group of individuals. Culture is what connects us.

Inclusion: the trend’s power to bring people together and create a feeling of belonging.

So, a trend = aspiration x resonance x inclusion. A trend has purpose, it holds meaning, and it unites.

There are different levels of trends that “nest” within each other.

Megatrends: consumers’ profound, long-term aspirations.

These trends provide deep insight into what motivates and inspires consumers; they underlie all trends.

Cultural trends: These are the new, emerging practices, values, esthetics and references. They incorporate a collection of cultural objects (images, personalities, ideas and institutions) that share common meaning.

Esthetic trends or vibe: coherent sets of visual or sensory/emotional codes (creating a vibe) that spring from a cultural trend. 

Product trends: concrete manifestations (such as style, colors or materials) in consumer objects. Their meaning is derived from the cultural and esthetic layers that precede them.

It’s more interesting for brands to understand what lies behind trends instead of simply following them.

For more information, explore our “Beyond Trends: Gearing up for tomorrow” report.