The Consumer Lens on Trends

'After trawling through trend reports, we noticed that similar narratives came up again and again. Would consumers connect them to their own lives?

We selected 10 recurrent trend narratives, to put to people from up and down the country.

Our aim wasn’t to prove or disprove them. Nor was it to reflect public opinion at scale. Instead, we wanted to pull out some zags - by looking at trends in a different way.'