The three types of trends most relevant to brands are social, consumer, and industry. Social trends represent large-scale changes in human behavior or trends affecting the majority of society. These might be referred to as megatrends and can be used to describe how the overall social landscape is evolving over time. Consumer trends, on the other hand, are driven by the values, preferences, and needs of individual consumers. Industry trends represent the ways that companies react to social and consumer trends, or new products, services, and ways of operating that result from brands responding to trends in their environment.