Trend forecasting insights

Spirit of the time

The spirit of time is the sum of the many trends that layer upon layer control the norms, attitudes, and actions during a specified period. These attitudes and actions reflect the fundamental values that permeate everything and that are not discussed.

A good indicator of the spirit of the time is, what the public debate is characterised by, what generally fills everyday conversation, the range of TV programs and the magazines on the shelves in shops.

Many also talk about the sign of the times, i.e., specific products during a given period, which can be seen as manifestations of the spirit of the time.

The spirit of the time is the framework for our lives and says something about what we care about, and it is therefore quite interesting to understand, seeing it can also help us get a grip on why different phenomena emerge and disappear, and the direction they take along the way.

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