MENTALITY

Mentality Trends are trends that relate to the social and cultural values and practices within a society. These are long term trends (at least two to five years) that explain why people behave the way they do. They cross over different generations. A few mentality trends are only applicable to one specific group, but many of these effect society as a whole.

Some mentality trends are caused by a single disruptive event (like 9/11), person (like Barack Obama) or technology (like the mobile phone). Others trends develop over the years - like a longing for ‘real’, as more and more aspects of life become fake or artificial. Most trends are interrelated and therefore overlap with others.

The TRENDSACTIVE Mentality Trends are very practical and to-the-point and easy to incorporate into strategy, communication, product development etc.