Why are forecasts so difficult? Why is it the case that even experts can usually only speculate about which needs will determine consumer behaviour in the coming years? One of the biggest challenges is that developments do not unfold in a linear direction, rather grow in several directions. If you want to understand a trend, you have to look at both sides of the coin. The trend and its counter-trend. But the data is usually incomplete. Does the same consumer follow several, sometimes contradictory trends? A vegan who loves fast fashion? Or are we observing an increasing polarisation between consumption styles? For example, between the affluent and the poor?