Trends and fads

Why trends and fads?

Why trends and fads came about as a post, was that I was scrolling on my LinkedIn notifications on a Saturday (I know, I know I should keep my life free of this crap on the weekends.) Creative Review were talking about how trend forecasting had become rusty, but that got me thinking about did they understand the difference between trends and fads?

A good deal of what I see described as trends are fads, which then got me wondering about how do I help people differentiate between trends and fads.

Why has it become…