Who are the Early Adopters?

The Early Adopters represent 13.5% share of consumers in the market. They are a classification of consumers who are open to new ideas and look to the Mavens or Innovators at the top of the Pyramid of Influence for trends they can borrow and make their own. By doing so, Early Adopters naturally add a commercial lens to a trend, making it more accessible to the next two consumer groups further down the pyramid – the Early and Late Majority.

TrendBible employ rigorous research processes and methodologies to produce their trend forecasts and insights. The Pyramid of Influence model articulates the pace of a trend as it spreads across four key consumer groups before it hits the mass market. The Pyramid of Influence is based on the Diffusion of Innovation Theory by Rogers, 1971.

The Early Adopters were a group identified by Rogers in 1971 as part of his Diffusion of Innovation Theory that explains how influence spreads amongst different groups and drives an appetite for change.