At PlantInn, we dedicate significant time to explore both the structural forces driving long-term change and emerging trends that will impact markets in the future. It is important to distinguish between the two: structural changes are long-term shifts affecting the entire environment, regardless of industry, and impacting the whole globe. They are typically well-documented with significant evidence and data gathered to facilitate projections, even if some unknowns remain (like the exact time and extent of impact). Emerging trends result from structural forces but have a less universal impact—they will be relevant for some but not necessarily all industries. Trends observed today also differ in terms of their development stage, time to impact and they could grow exponentially or become less relevant due to structural forces and other trends at play.