some of these predictions may come true as the year unfolds, though many fail. When predicted events fail to take place, the authors of the predictions may state that misinterpretation of the "signs" and portents may explain the failure of the prediction. Marketers have increasingly started to embrace futures studies, in an effort to benefit from an increasingly competitive marketplace with fast production cycles, using such techniques as trendspotting as popularized by Faith Popcorn. Trend analysis and forecasting Megatrends Trends come in different sizes. A megatrend extends over many generations, and in cases of climate, megatrends can cover periods prior to human existence. They describe complex interactions between many factors. The increase in population from the palaeolithic period to the present provides an example. Megatrends are likely to produce greater change than any previous one, because technology is causing trends to unfold at an accelerating pace. The concept was popularized by the 1982 book Megatrends by futurist John Naisbitt. Potential trends Possible new trends grow from innovations, projects, beliefs or actions and activism that have the potential to grow and eventually go mainstream in the future. Branching trends Very often, trends relate to one another the same way as a tree-trunk relates to branches and twigs. For example, a well-documented movement toward equality between men and women might represent a branch trend. The trend toward reducing differences in the salaries of men and women in the Western world could form a twig on that branch. Life cycle of a trend Understanding the technology adoption cycle helps futurists monitor trend development. Trends start as weak signals by small mentions in fringe media outlets, discussion conversations or blog posts, often by innovators. As these ideas, projects, beliefs or technologies gain acceptance, they move into the phase of early adopters. In the beginning of a trend's development, it is difficult to tell if it will become a significant trend that creates changes or merely a trendy fad that fades into forgotten history. Trends will emerge as initially unconnected dots but eventually coalesce into persistent change. Some trends emerge when enough confirmation occurs in the various media, surveys or questionnaires to show that it has an increasingly accepted value, behavior or technology, it becomes accepted as a bona fide trend. Trends can also gain confirmation by the existence of other trends perceived as springing from the same branch. Some commentators claim that when 15%