Iconoculture takes trendspotting to the next level – and the next big thing. Our innovative framework creates a rational structure for projecting future movements and planning progressive action based on observation, trends, cultural motivations, and consumer values.

• An observation is identified, an expression of consumer wants, needs, desires, or passions as represented in a unique product or service, business idea, or cultural happening.
• Several observations with common values emerge within the category (such as entertainment, sports, technology), lending momentum to the original idea. As momentum builds, observations evolve into trends (think scrapbooking or podcasting).
• Observations and trends with common values cluster into Macrotrends. These large shifts are convergences of observations and trends across lifestyle categories, demographics, and geography. Macrotrends go deep and wide, often leaving an indelible imprint on the landscape of consumer culture.