Who are the Laggards?

Laggards are a classification of consumers that exhibit the slowest adoption rate when it comes to new trends. Resistant to change and sceptical of innovation, they approach new ideas with caution. Laggards tend to embrace a trend only after it has become widely accepted and considered the norm by the majority of consumer groups.

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.