Future readiness
for the world of tomorrow

For over 40 years, we’ve been helping companies and public institutions to become fit for the future by discovering and describing what will motivate people tomorrow. We provide orientation in the trend jungle and offer practical solutions for future challenges. 

By trends, we don't mean which clips are currently hot on Tic Toc, or whether GIFs featuring unicorns or sloths are currently being shared particularly often on social networks. For us, trends have more to do with basic socio-cultural currents with the potential to profoundly change our society in the medium and long term and  the power to impact markets and products. In our view, it’s important to adopt a complete and holistic perspective here. We take into account both those trends that reveal new resources and potentials and those that mark deficits and counter-movements to the dynamics of modernization. After identifying the trends, we measure them qualitatively and quantitatively, with tools that include the standardized Trend Steering Wheel from SINUS.

The SINUS Trend Steering Wheel is a tool for strategic early recognition. It focuses on the basic dynamics of social value change. With the Trend Steering Wheel, current developments in the mindset of various social groups can be described, explained in their context of origin and thus made comprehensible.

Psychological analysis and interpretation of the motives, needs, desires and expectations behind the trend phenomena reveal the relevance and scope of the trends. And the levers with which to motivate people (consumers, citizens) become visible.

We are not trend gurus and future prophets. SINUS trend research is empirical and based on scientific principles. In our qualitative research we observe and gather the diverse trend phenomena – from weak signals down to what is in or out – to identify the underlying basic dynamics. These are then operationalized and validated on the basis of representative studies. For the measurement of the existing12 basic trends, we use an indicator battery with a current total of 36 items.