The future between book covers
With so many trends, it's often hard to know what's really in. TrendOne knows all the better - and bundles its knowledge in the Trendbook 2010.
TrendOne is Europe's leading micro trend research institute. The Hamburg-based trend researchers' mission: to capture the spirit of the times. "Catch me if you can", you might shout at the ambitious trend scouts, who claim to discover more than 300 global innovations every month. But the lexicon of the future that has now been published is proof that the hunt for the zeitgeist is an ambitious but not hopeless endeavor.
TrendOne has analyzed product and social trends as well as marketing and media trends for its lexicon and summarized them into more than 500 macro trends. Under the macro trend "Mobility", for example, readers will find various micro developments that make up this trend, such as digital maps, GPS, mobile office and speed travel. The book thus provides new insights into the developments of tomorrow: from social trends such as the new "health style" and the trend towards ethically and ecologically responsible consumer attitudes to new forms of communication and media.
So far, so good. However, the fact that all the trends are described using English terms makes browsing through the 2010 Trend Book a tedious task. It goes without saying that GPS is simply GPS. Likewise, "mobile office" is now a common term. But couldn't digital maps simply remain digital maps and speed travel be fast travel - even if that doesn't sound so sexy? The Anglicisms that the trend researchers have come up with to describe the developments often come across as a bit of an effort. However, these linguistic mishaps do little to detract from the explanations. In brief passages, the trend researchers explain the individual trends and classify them. They also provide many practical examples and provide cross-references between the articles in the trend lexicon. The large amount of text and the few pictures also underline the fact that this is a solid reference work. The knowledge is made accessible by a detailed and clear glossary.
All in all, the Future Lexicon offers an exciting excursion into a world that in part still awaits us.
Anne-Friederike Wilhelm
TrendOne has analyzed product and social trends as well as marketing and media trends for its lexicon and summarized them into more than 500 macro trends. Under the macro trend "Mobility", for example, readers will find various micro developments that make up this trend, such as digital maps, GPS, mobile office and speed travel. The book thus provides new insights into the developments of tomorrow: from social trends such as the new "health style" and the trend towards ethically and ecologically responsible consumer attitudes to new forms of communication and media.
So far, so good. However, the fact that all the trends are described using English terms makes browsing through the 2010 Trend Book a tedious task. It goes without saying that GPS is simply GPS. Likewise, "mobile office" is now a common term. But couldn't digital maps simply remain digital maps and speed travel be fast travel - even if that doesn't sound so sexy? The Anglicisms that the trend researchers have come up with to describe the developments often come across as a bit of an effort. However, these linguistic mishaps do little to detract from the explanations. In brief passages, the trend researchers explain the individual trends and classify them. They also provide many practical examples and provide cross-references between the articles in the trend lexicon. The large amount of text and the few pictures also underline the fact that this is a solid reference work. The knowledge is made accessible by a detailed and clear glossary.
All in all, the Future Lexicon offers an exciting excursion into a world that in part still awaits us.
Anne-Friederike Wilhelm
