Future readiness
for the world of tomorrow

For over 40 years, we’ve been helping companies and public institutions to become fit for the future by discovering and describing what will motivate people tomorrow. We provide orientation in the trend jungle and offer practical solutions for future challenges. 

By trends, we don't mean which clips are currently hot on Tic Toc, or whether GIFs featuring unicorns or sloths are currently being shared particularly often on social networks. For us, trends have more to do with basic socio-cultural currents with the potential to profoundly change our society in the medium and long term and  the power to impact markets and products. In our view, it’s important to adopt a complete and holistic perspective here. We take into account both those trends that reveal new resources and potentials and those that mark deficits and counter-movements to the dynamics of modernization. After identifying the trends, we measure them qualitatively and quantitatively, with tools that include the standardized Trend Steering Wheel from SINUS.

SINUS Trend Steering Wheel

The SINUS Trend Steering Wheel is a tool for strategic early recognition. It focuses on the basic dynamics of social value change. With the Trend Steering Wheel, current developments in the mindset of various social groups can be described, explained in their context of origin and thus made comprehensible.

Psychological analysis and interpretation of the motives, needs, desires and expectations behind the trend phenomena reveal the relevance and scope of the trends. And the levers with which to motivate people (consumers, citizens) become visible.

Regrounding Sustainability Protection & balance Deceleration Criticism of society Excessivedemands Underdogculture Hedonism Diversity Digital culture Autocentrism Adaptivenavigation Progression Adaptation Refusal Delay

Sustainability

  • Primacy of sustainability and ecology
  • Global sense of responsibility

Regrounding

  • Search for reliability, rules and structures
  • Desire for stability and anchoring

Adaptive navigation

  • Flexibility, pragmatism, benefit orientation
  • Unpredictability and constant change as an opportunity

Autocentrism

  • Self-confidence, self-management
  • Individuality and independence
  • Achievement ethos, vitality

Digital culture

  • New forms of social organization
  • ICT techniques as second nature
  • Virtualization, simultaneity

Diversity

  • Variety as an opportunity and a necessity
  • Liberality, openness, multiculturalism, role flexibility

Hedonism

  • Fun and entertainment orientation
  • Living in the here and now
  • Aversion to constraints and routines

Underdog culture

  • Self-image as being left behind by modernization, feeling of exclusion vs. disconnection from the mainstream
  • Defiant self-confidence, trash culture

Excessive demands

  • Anomie, insecurity
  • Resignation and pessimism about the future

Criticism of society

  • Loss of confidence, pessimism about progress, frustration
  • Social criticism, criticism of growth paradigm and economic logic of increase

Deceleration

  • Need for reduction of complexity
  • Simplicity, manageability (less is more)

Protection & balance

  • Balance in all areas of life
  • Need for protection and harmony
  • Health and wellness orientation

Tip: click on a trend for a short description

Trend Short description
Adaptation
Sustainability
  • Primacy of sustainability and ecology
  • Global sense of responsibility
Regrounding
  • Search for reliability, rules and structures
  • Desire for stability and anchoring
Adaptive navigation
  • Flexibility, pragmatism, benefit orientation
  • Unpredictability and constant change as an opportunity
Progression
Autocentrism
  • Self-confidence, self-management
  • Individuality and independence
  • Achievement ethos, vitality
Digital culture
  • New forms of social organization
  • ICT techniques as second nature
  • Virtualization, simultaneity
Diversity
  • Variety as an opportunity and a necessity
  • Liberality, openness, multiculturalism, role flexibility
Refusal
Hedonism
  • Fun and entertainment orientation
  • Living in the here and now
  • Aversion to constraints and routines
Underdog culture
  • Self-image as being left behind by modernization, feeling of exclusion vs. disconnection from the mainstream
  • Defiant self-confidence, trash culture
Excessive demands
  • Anomie, insecurity
  • Resignation and pessimism about the future
Delay
Criticism of society
  • Loss of confidence, pessimism about progress, frustration
  • Social criticism, criticism of growth paradigm and economic logic of increase
Deceleration
  • Need for reduction of complexity
  • Simplicity, manageability (less is more)
Protection & balance
  • Balance in all areas of life
  • Need for protection and harmony
  • Health and wellness orientation

Our approach is scientific-empirical

We are not trend gurus and future prophets. SINUS trend research is empirical and based on scientific principles. In our qualitative research we observe and gather the diverse trend phenomena – from weak signals down to what is in or out – to identify the underlying basic dynamics. These are then operationalized and validated on the basis of representative studies. For the measurement of the existing12 basic trends, we use an indicator battery with a current total of 36 items. 

We accompany you into the future –
without a crystal ball but with a lot of creativity.

Marketing strategic analysis in a trend context

  • Customized analysis of socio-cultural dynamics for products, brands, target groups etc.
  • Positioning in the trend system and positioning in the competitive environment

Innovation management / strategy development

  • Interactive process for socio-cultural optimization of supply, positioning, communication, sales etc.
  • Strategic consulting in the form of trend workshops and consumer trend labs

Integration in representative surveys and panels

  • Efficient indicator tool to measure basic trends
  • Exclusive activation of a customer-specific question program in Sinus trend quantifications
  • Comprehensive report on socio-cultural currents and current trend dynamics

Trend checks

  • Cost-effective tools for a trend update of your brands, products and services
  • Relevant consumer insights through the use of our broad empirical data base, including secondary data analysis

Sinus-Trend-Fit

  • Brand and product location in the current trend environment

Sinus-Mind-Sets

  • Psychograms of trend target groups

Infoportal

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