Our Trends platform and Custom Digital Ethnographies identify four key ethnographic factors:

• Motivations – Why consumers care about a topic
• Attitudes – Opinions shaping their behavior
• Values – Core beliefs guiding decision-making
• Fears – Vulnerabilities influencing choices

How Ethnographic Factors Interact with Each Other

Ethnographic factors do not exist in isolation. They interact to create the cultural meaning behind a trend:

• Motivations drive behavior—they explain why consumers care.
• Values define what is important—they create decision frameworks.
• Attitudes shape perception—they influence how people interpret trends.
• Fears act as barriers—they show what prevents adoption.

For example, in the sustainable packaging trend, a consumer may:

• Be motivated by environmental concerns.
• Value transparency from brands.
• Have an attitude that corporate sustainability claims are often misleading.
• Fear greenwashing and corporate dishonesty.

By understanding how these factors work together, businesses can position products and messaging more effectively.