Join the Dots develops trends framework

The UP Trends framework features 14 trends based on seven universal consumer needs. 

Join the Dots identified the trends using its online communities and Illume Network, a select group of local market guides globally.

The trends were then measured in terms of consumer attitudes and behaviour through a nationally representative survey of 2,000 UK consumers. Each trend has been issued a score of low, medium or high for attitude and behaviour, and labelled either nascent, emerging, expanding or established.

Kelly McKnight, head of culture and trends at Join the Dots, said: “UP Trends has been created to bridge the gap between the now and next, bringing together a deep understanding of people with our trends expertise to help clients design for changing consumer needs.”