What is the Late Majority?

The Late Majority is a classification of consumers, representing 34% of society,who are characterised by their cautious nature and need for reassurance and persuasion before embracing new trends. They prefer to observe sufficient evidence of success from the more receptive Early Majority audience before adoption. The Late Majority is a significant audience segment for brands who are seeking mass market adoption.

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.