Prioritizing Megatrends for
Collaborative Action
While a case can be made that each of these trend clusters
will affect the industry in the coming years, we wanted to
identify from this long list those likely to have the greatest
impact and that could be addressed through collaborative
action in the consumer goods and retail industry. Several
activities were undertaken to achieve this objective:
• An online survey was conducted among CGF member
companies to assess the relevance and monetary impact of
each identified subtrend.
• Expert interviews provided an external view of the relevance
of trends in the consumer goods and retail industry to help
prioritize areas for collaborative, non-competitive industry
actions.
• Working sessions were held to help further define the areas
for the development of collaboration action.
These activities led to the selection of five prioritized trend
clusters — or megatrends (Figure 2). As part of the process
we considered the potential impact of each mega trend on the
industry and raised related key questions.