A market trend is a general direction that an asset or market takes over a certain period. This could be upwards (a bull run), downwards (a bear run) or sideways, and is shaped by economic policy, company performance, industry news and sentiment among traders and investors.
Identifying market trends early is crucial for businesses, because they provide insights into the expectations and needs of consumers. By staying ahead of these shifts, brands can tailor messaging and develop products to meet consumer demand. This keeps them relevant and competitive in the eyes of customers and also ensures that they’re aligned with long-term industry patterns.
Trend analysis should be conducted across multiple markets, time periods and data sources. This will help to identify global and local differences and ensure that the findings aren’t a result of an anomaly or a one-off event. It will also highlight if the findings are relevant for a specific context, region or demographic.
For example, an insight from our 2025 US Consumer Trends Report shows that sustainability and eco-friendly actions remain a priority for many consumers. However, the report highlights that consumers’ concerns about climate change have taken a back seat to growing the economy and jobs. This is a key lesson for businesses looking to appeal to environmentally conscious consumers, as it’s important to be able to measure and monitor how environmental trends are evolving. Incorporating these into your market analysis can inspire innovative products and strategies that are both socially and commercially viable.