" The line between trends and fads can be blurry. Although some trends may seem to spotlight a currently popular story or cultural event, they typically describe behaviors and beliefs that develop over time. Fads describe something that’s briefly popular but doesn’t last. Great trends reflect a moment in time, but that moment is never fleeting, and the basic idea is more elevated. "

― Rohit Bhargava , Non Obvious Megatrends: How to See What Others Miss and Predict the Future (Non-Obvious Trends Series)