ABSTRACT
This chapter elaborates on trends and weak signals, the conceptualisation of both concepts, and thus also on their apparent dimensions (e.g., diffusion and novelty). It thereby illustrates and highlights the complexity of trends/weak signals and their great relevance to strategic foresight. Despite the difficulty to conceptualise such a complex topic, the chapter comprehensively outlines the very essentials of these concepts, even to non-foresight specialists. The explanations are thereby underpinned with examples that are familiar to anyone (e.g., Hip Hop, skateboards, Nivea). To conclude, the chapter further critically reviews the term ‘megatrend’ that is of widespread use in practice and advises caution with applying those blindly.
