Today’s trends can be tough to spot. When you notice a new product or service that is out there, you might tend to watch it as though it were an indicator of consumer activity, but the trap is in failing to identify a fad when you see one. A fad is certainly a popular new item in the marketplace, however its popularity tends to wane in a brief time. This is because trends are long-lasting social movements, whereas fads are merely fly-by-night manifestations of those social changes.
For instance, the new Volkswagen Beetle was a very popular car when it came out. Its popularity soon fell away, however. It was followed by the Mini Cooper, another cute, small car with a strong sense of design. Each of these cars is a fad, an exciting new item. But together, these cars represent a trend: that of women buying their own vehicles.
Today’s women are saying, with their dollars, that they want cars that represent who they are—smart, savvy, green, cute, and brand new. They are willing to spend money not just on practical vehicles, but on vehicles with a sense of style all their own. Each particular vehicle represents a fad, but the trend indicated is the social movement toward women enjoying more economic prosperity. Know the difference between a fad and a trend, and you, as a business person, are well on your way to a great career and great investment opportunities as well.
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