Imagine you are a customer who is interested in the products, services, or experiences related to the trend you have chosen. Consider what motivates you to access these offerings and what needs they meet. Look at the list of BASIC HUMAN NEEDS provided and identify which needs are satisfied by the example(s) you have chosen.
SECURITY - The need to be (physically & digitally) safeTRUST - The need for transparency and fairnessCONVENIENCE - The need for comfort and easy to useSUPPORT - The need to be helped and assistedBELONGING - The need to be part / accepted by a groupSOCIAL STATUS - The desire to stand out and be noticedSELF-EXPRESSION - The freedom to be yourself and express your identitySELF-ACTUALIZATION - The need for continuous self-improvementRECOGNITION - The need to be appreciated for your achievementsCOLLABORATION - The need to join forces for a common goal / missionCONNECTION - The need to be with other people and share experiencesENTERTAINMENT - The desire for fun, play and humourWELLBEING - The need to be healthy physically and mentallyPOSITIVE IMPACT - The need to contribute for the greater goodACCESIBILIY - The need to get easier access to the things we need
Step back and consider the broader context that is shaping client behavior towards the trend you have chosen. Identify the EXTERNAL DRIVING FORCES that are fueling this trend and why they are relevant now. Look at the list of drivers of change provided and select the ones that you believe are most relevant to the trend. Discuss why you think these drivers are making the trend emerge at this moment in time.
Social & Demographic Aging populationUrbanizationMigrationPower of communitiesSocial MediaDemans for transparency
Techadvances ConnectivityArtificial intelligenceData powerDescentralizationMixed reality (AR, VR)Ethical use
Economic factors On-demand (gig) economyGlobal / GlocalizationSharing economyPROsumersStart-up cultureNew business models
Legislative & political New regulationsTrust in institutionsPolarization
Climate crisis Ethical consumptionEnd of excessBusiness with purpose
Consider the possibility that the trend you have chosen may become more widespread in the future and that clients may develop new expectations as a result. Brainstorm ideas for how your organization can maintain relevance and meet these EMERGING EXPECTATIONS.
Brainstorm ways in which you can APPLY the trend canvas in your organization. How can you use it to satisfy your customers' needs and adapt to the external driving forces? Write down at least 3 actions.
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