A trend is a change in markets and society that can be observed and is expected to continue for at least the next few years. Trends have an impact on consumer behavior, so it is not surprising that companies are interested in identifying and interpreting trends. To do this, they use trend research, which attempts to anticipate social or technological developments that could affect consumer behavior with a time horizon of up to ten years.
Source: Horx, M. (2011). The megatrend principle: how the world of tomorrow is emerging. Munich: DVA.
https://lehrbuch-psychologie.springer.com/sites/default/files/atoms/files/370290_1_de_webexkurs_trends_und_trendforschung.pdf