The degree of uncertainty about the future is, of course, much smaller in some areas than in others. For instance, it seems that one can predict fairly accurately how many people there will be in most countries in the year 2020 or 2040, but the values these people will hold and the state of their health are much less certain. Yet for any area it is important to identify the key trends, or patterns of change, shaping it. A trend can be said to have become an issue when it receives increased attention in the mass media and elsewhere and, as a rule, is the subject of action. The earlier a trend is detected, the greater is the flexibility of organizations responding to it.
Trends often become issues or even crises before measures are taken.
At the crisis stage the decision costs for organizations are usually lowered but the range of options is narrowed. By attempting to look into the future we can be alerted to threats and opportunities. A crucial aspect of futures work includes environmental scanning or trend watching. No matter your organization's field of expertise, IAF futurists have the know-how and the tools to spot and follow the trends for your industry. A trend can be said to have become an issue when it receives increased attention in the mass media and elsewhere and, as a rule, is the subject of action.