The first step was an extensive trends analysis of more than 200 reports from leading research institutes,
NGOs and think tanks.
This resulted in the identification of 20 trend clusters comprising a total of 84 subtends
(Figure 1, pages 10 and 11).
The list ranged from Health Awareness
(including subtends such as the growing private market for health products and services and the convergence of industries like healthy cosmetics and functional foods)
to Entertainment Society (with subtends including the increasing demand for entertaining and unconventional POS,
and the growing number of people playing games online).
to Entertainment Society
(with subtends including the increasing demand for entertaining and unconventional POS,
and the growing number of people playing games online).