I like the difference the author establishes between "regular" trends and "mega" trends, this is a quite interesting article... althought it takes a small effort to read it. Here's a little extract:
"Finding the elephants in the room
What's a megatrend, you ask? It's something big. I'm talking really big.
Think of a giant unstoppable tsunami of change transforming society as we know it. Think global warming scale -- then apply it to mass human behavior. Think glaciers carving the grand canyon of consumer sentiment.
Compare and contrast. Here are some regular trends:
"Everyone is on Twitter these days."
"Boomers are investing more in home renovations as they approach retirement."
"Green is 'in' this season."
All of these are important. None are mega.
Here's a megatrend:
"Social media has permanently transformed the way people connect and share information."
See? Big."
