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  "documentTitle": "TrendRadar: The Future Consumer",
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      "text": "Figure 1 – Development of global data volume in zettabytes, *forecast (source: IDC t1p.de/The-Digitization-of-the-World)",
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      "text": "Trends come and go – this has always been the case in business. However, what is new is the speed of change in technology, business environment and business models. While a hundred years ago, it took a relatively long time for the next innovation to evolve, trends in the digital age are emerging much faster.\n\nDue to the proliferation of information, it is becoming ever more difficult to keep up to date and to separate relevant from irrelevant trends. For example, the volume of global data has multiplied in recent years (see Figure 1). Forecasts show that this trend will only continue in the next few years.\n\nAgainst this backdrop, it is more important than ever for companies to identify the important trends in their industries to avoid the risk of missing out on a competitive advantage or losing ground to competition. Companies that are always up to date and aware of the relevant trends and their development can react proactively, identify opportunities and, if necessary, adapt their strategy.",
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      "text": "Trend monitoring – a necessity for businesses",
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