Much of the work we do at MILK is based on understanding changing culture and trends.

The interesting thing is that generally the preoccupation with trends focuses around: What is the trend and where’s it going? This has been fueled by books like Malcolm Gladwell’s Tipping Point, focusing in on why something small fads become popular trends and others fade away without establishing themselves.

For us, the more interesting point to focus on is: What is the trend derived from and why? What in culture is changing to make something of interest bubble to the surface in general societal attitudes and behaviours?

One indicator we use as a point of reference is shown in the diagram above.

Just about anyone who’s studied or worked in marketing has heard of Maslow’s Hierarchy of Needs, but surprisingly few have come across Shalom Schwartz.

Schwartz took Maslow’s thinking and pushed it further to determine a map that demonstrates values states, it also proposes that these values sit opposite one another in a wheel like configuration.

Taking this simple reference point and applying it against society you can start to build a real picture of what makes us tick and more importantly why!

Now if you start to measure society’s values (like the smart folks over at Cultural Dynamics do!) then you start to understand the motivations and pressures driving shifts in values.

Understand this and you understand how trends form. Start to project values shifts based on known values movement and you can start to see how and if trends will grow!

For people in the communications industry or government this is like alchemy for ideas, it’s powerful stuff.