What is a trend, anyway?

Trends emerge when basic human needs bump up against external change to create (or unlock) new needs, wants & desires.

Consumer trends are, at their heart, an essential part of uncovering innovation opportunities. Otherwise they’re just intellectual masturbation: diverting, pleasant and entertaining, but with little real purpose.

Source: trendwatching.com’s October 2013 Trend Briefing “CONSUMER TREND CANVAS”