In 2020 Covid-19 caught the world off guard and forced many of us to make changes in our behaviours. 

This has led to a huge amount of speculation about which behaviours will develop into real trends and which are actually just short-term reactions brought about by fear, lack of choice and confusion.

In reality the Covid pandemic hasn’t changed our long term behaviours as dramatically as some people would have us believe. 

What Covid has done is speed up some trends that were already happening and evolving, and slowed down others. 

This Post-Covid trend map puts consumer behaviours into context by starting at the top with global megatrends that have been gathering pace long before Covid.  These filter down into a range of macro-trends that have since been impacted by Covid and will have a long term influence on our behaviours at a more local level;  in our homes and on our high streets


 
How to read the trend map


TIPS
*Not mobile responsive and best viewed on a large screen*
*Left click and hold to move the map around*
*Refresh the browser regularly*

Super-Star Trend

Growing Trend

Static Trend

May decline
over time

Declining Trend

Hover to see explanation

Zoom control

Re-centre the map

Top Tips for Trend Mapping

  1. Trends have three stages; megatrends, macro trends and micro trends.  Megatrends have been gathering pace over a long period of time, they are the big picture trends that have a profound impact on societies globally.  Macro trends are the fall-out from megatrends and impact us on a more local level, they are the UK trends, industry trends or generational trends.  Micro trends are the very local trends, this is how we behave in our household, our place of work or our town.
  2. Beware of fads.  Fads are changes in behaviour that happen for a very short period of time and within a small sector of society.  Although most commonly seen in clothing, diets, hairstyles, fad behaviours were prevalent during lockdown as different sectors of society or age-groups or locations adopted short-term behaviours generally as a reaction to media stories.
  3. For ease of viewing, our trend map is shown in a linear format.  In reality, trends are not linear, sequential or timely, nor do they exist in silos.  They interact and influence each other, have different timescales and impact differently on different sectors of society.
  4. Not every trend will apply to your brand.  We have shown a generic trend map and gives an overview of the trends impacting the UK home improvement sector as a whole.  
  5. Growing trends may not necessarily have a positive impact on your brand, in the same way that declining trends may not necessarily have a negative impact on your brand.  Think about how each trend will affect your target market before deciding whether it will have a positive or a negative impact on your brand 

Trend-Mapping Workshops

Our trend map has been generated using mind-mapping software.  You can create your own brand-specific trend map using this one as a starting point.

Alternatively we can facilitate a brand-specific trend-mapping workshop for your brand which will support your management team in developing bespoke trend map for your brand.  Find out more here >

FROM INSTINCT TO INSIGHT TO ACTION