Eco friendly (resit Esmee Biegstraaten)
Buying biological food, separating our garbage. You probably already are familiar with this way of living. Eco friendly/environmental friendly living. This way of living used to have a dusty image but the last couple of years it turns out to be something cool (Binkhuysen, 2011). Nowadays every supermarket has its own organic department and even if your shopping for clothes, in some stores you can chose for organic clothing.
This trend has been going on for a while now and comes from personal growth, community involvement and giving meaning to life. For example, if you take a look at the magazine: Happinez (Jovar, 2010). This is a magazine that started in 2003 in the Netherlands with an initial print run of 80.000 magazines per edition. Two years later the magazine has won the price of ‘best magazine of the year’. In that year the already printed 150.000 magazines per edition. Nowadays Happinez also appears in Germany.
Another fact is the eco friendly cars. As you might already know there is been a big rise in the electric vehicle branch. This has made a huge growth the last couple of years. Not only in the technical way, were they made a lot of process. But also on the consumer market. According to the website of Next green car (Lilly, 2016), you can just see a big rise in the last two years. But this is something that has been going on longer. According to infogr (Curtis, 2013), you see a rise starting in 2010 until 2020. They say that:
“Electric cars are not going to take the market by storm, but it’s going to be a gradual improvement.” – Carlos Ghosn.
This tells us that there is a trend going on.
The eco friendly living comes comes from a bigger trend, a mega trend. I even think several different bigger trends. I think technologization (Geenhuizen, 2012) is one of them. Because of this trend we are getting more and more gadgets and material to find out how to be more eco friendly and because of that we know what to do to be eco-friendly. Which comes back if you take a look at the electric cars, as I mentioned before or solar panels (Solar pv).
The other bigger trend is individualization (Trend one, 2016). In this trend people try to show the are real individuals and they want to show the world what they are standing for and who the are. They want to have there own lifestyle and create there own personal brand. In this case they want to live an eco friendly life. They want to show the world that they are practicing this life and that they are real individuals. This bigger trend created a smaller trend such the popularity of Happinez. The happinez, as I told before can help you to accomplish having this life.
So if you take a look at the trend eco friendly living you see that it has been going on for a while now. Happinez started their magazines in 2003 and started becoming more popular from 2005 and the electric vehicle have a big rise that started around 2010. This can tell us that this trend has been going on for 10 years which makes it a macro trend.
I think it is hard to see on which bigger or smaller trend this trends is applicable. As you can see here there are 2 things going on (individualisation and technologization). I think that the trend depends on what the moral values and the reasons of this way of living are for the consumer. What do you think is the most suitable trend?
Binkhuysen, A. (2011, 01 25). 5 belangrijke trens voor 2011. Opgeroepen op 01 12, 2017, van Frank watching: https://www.frankwatching.com/archive/2011/01/25/5-belangrijke-sociale-trends-voor-2011/
Boer, M. d. (2016, 09 30). Happinez interviews Inez van Oord. Opgeroepen op 01 12, 2017, van Happinez: https://www.happinez.nl/video/happinez-interviews-inez-van-oord/
Curtis, m. (2013, 01 01). Electric cars. Opgeroepen op 01 12, 2017, van Infogr: https://infogr.am/Electric-Cars-090
Encyclo. (sd). Opgeroepen op 01 12, 2017, van Encyclo: http://www.encyclo.nl/begrip/technologisering
Geenhuizen, R. v. (2012, 12 30). 10 megatrends. Opgeroepen op 01 12, 2017, van Slide share: http://www.slideshare.net/whatifrobert/trends-visievorming-10-megatrends
Jovar, P. (2010, 08 09). Het succes van happinez magazine verklaard. Opgeroepen op 01 12, 2017, van Mens en samenleving: http://mens-en-samenleving.infonu.nl/psychologie/58601-het-succes-van-happinez-magazine-verklaard.html
Lilly, C. (2016, 01 07). Electric cars statistics. Opgeroepen op 01 12, 2017, van Next green car: http://www.nextgreencar.com/electric-cars/statistics/
More drivers embrace eco friendly vehicles. (2015, 03 26). Opgeroepen op 01 12, 2017, van Precision tune : http://www.precisiontune.com/more-drivers-embrace-eco-friendly-vehicles
Solar pv. (sd). Opgeroepen op 01 12, 2017, van Statista: https://www.statista.com/topics/993/solar-pv/
Trend one. (2016, 01 01). Individualisation. Opgeroepen op 01 12, 2017, van Trend one: http://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/individualisation.html