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  "documentTitle": "TrendRadar: The Future Consumer",
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      "text": "Laptop showing trend assessment criteria",
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      "text": "Mega trends describe structural changes in society. They provide information on which developments have a long-lasting influence on society.\nMacro trends are the concrete variations of a mega trend. They describe different aspects and facets of a mega trend.\nMicro trends are the building blocks for macro trends. They are the first concrete signs of emerging trend movements or use cases. Micro trends can be trend-setting technologies, products, services, or new marketing innovations.",
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      "text": "2. Trend assessment\nThe trends were assessed against two criteria: the impact on industry and the time of mainstream adoption.",
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      "text": "The criterion Impact on Industry describes the strength of the influence that the trend currently has or is expected to have. Trends can have an impact on different levels of an industry, such as market offerings (products & services), company processes or employees and customers. A trend is rated on a scale from very low to very high impact on industry.\n\nThe criterion Time of Mainstream Adoption assesses when the trend is likely to be adopted by most market participants within the industry. The time scale goes from “0-2 years” to “10 years plus”.\n\nThe trend assessment was conducted by Deloitte professionals and external industry experts.",
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      "text": "1. Trend screening\nIdentifying existing trends and their impact on a specific industry is an essential task. We did this through desk research, using a trend database (TrendManager by TrendOne), and by interviewing various industry experts. The trends fall into a hierarchy with three levels: mega, macro, and micro trends. Macro trends derive from micro trends and are in turn grouped into mega trends. The TrendRadar (see p. 8) focuses on mega and macro trends.",
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      "text": "The three-step procedure of the TrendRadar",
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