Health
There is a current social trend towards awareness surrounding healthy living and healthy eating, particularly in millennials (Watson, 2015). These younger generations are taking the time to become more informed regarding health decisions. In turn, they are creating a huge shift in what consumers demand from food suppliers.
This trend can be seen when one looks at where modern consumers are willing to spend their money. One report has found that “nearly one-third of Canadians are willing to pay a premium for health-enhancing products” (Fong, 2013). When looking specifically at the younger generations, a study found that “41 percent of Generation Z stated that they would be willing to pay more for healthier products” (Watson, 2015). We can also see this trend when we look at where consumers are not spending their money. Companies such as Coca-Cola and Mcdonald’s are facing significantly lowered earnings driven by changing consumer demand, and are being forced to adapt quickly to this social trend to survive (Krashinsky, 2014). McDonald’s Corp. reported a 30-per-cent decline in earnings in the third quarter, and Coca-Cola Co.’s earnings fell 14 per cent in the third quarter, driven by the healthy living trend (Krashinsky, 2014). The addition of healthy menu products and marketing strategies designed around an image of transparency in terms of ingredients and food sources are becoming more and more prominent. This social trend has become so relevant some are saying “it’s no longer a fad. It’s a secular shift” (Krashinsky, 2014).
One article which surveyed more than 30,000 consumers in more than 60 nations revealed that younger consumers are far more concerned about everything from food ingredients, genetically modified food to organic foods than previous generations (Watson, 2015).

Going Green
In our current society, going green has become a social trend. The trend has rapidly become a dominating force in determining whether or not some businesses succeed.
According to a study by Colwell (2012), 34% of people only buy from companies who were environmentally friendly, and 50% of people said that environmentally friendly businesses some what mattered in their buying decision. For businesses, going green can incorporate a multitude of things such as recycling, reusing materials, or using solar energy.
Our society has shifted into a new era of being environmentally friendly and trying to prevent any more damage to our planet. Schools are dispelling anything that goes against being environmentally friendly and, with the way the new generations are being raised, green strategies are becoming more attractive (Whelan, 2007). The new generations of green-conscious consumers will be the future customers, and businesses would be wise to cater to their needs. The shift has started as many restaurants are using locally grown ingredients, trying to cut down on travel to reduce carbon footprints, and much more.

Traveling
There is a noticeable social trend towards an increase in youth desire to travel and experience other cultures. An increase in access to information regarding desirable destinations, travel guides, and mobile purchasing of flights and hotels are allowing younger generations to travel more, and stay for longer periods of time.
A new report indicates that “in 2012, $217 billion of the $1.088 trillion tourism “spend” worldwide came from young travelers” (Mohn, 2013). This demonstrates this social trend at play. “Young travelers now represent 20 per cent of international tourism, making the group an important economic force” (Mohn, 2013). This increase in young traveler spending is larger than any other group of travel spenders (Mohn, 2013). Combined, these factors demonstrate that this is a social trend - and one that shows no signs of slowing down.
It has also been noted that these young travelers are not traveling for the typical sandy beach getaways, and are instead opting for cultural experiences. “Young travelers today want, more than ever, to enrich themselves with cultural experiences, to meet local people and to improve their employability when they return home” (Mohn, 2013). We see this social trend within school systems, with increased offering of travel abroad programs, as well as in the workplace, where employers are favouring applicants who have broad travel experiences.

Social Media Marketing
Social media is tearing up traditional notions behind marketing and sales across all industries. There is a dynamic trend towards real-time interaction with customers on various social media channels in the hospitality and service sector, which is desirable in a growing number of young travelers and business travelers brings families on business trips.
Hotels are the most avid users of Twitter compared to other servicing companies (Gonzalo, 2014), as they understand real-time interaction the most efficient tool to reach travelers on the move.
Travelers research extensively prior to booking a hotel and turn to social media for specific information to help them make purchasing decisions. 53% consumers worldwide read 6 to 12 reviews and find out what other travellers think about the property before making a booking commitment (Hertzfeld, 2014). They also tend to pay more attention on reviews from friends or peers that carry a lot of weight.
The study of boutique hotels found that by responding to Twitter followers frequently, hotels not only gain appreciation from their guests but also build connections with them, ultimately driving brand affinity and their “eValue”, which measures the effectiveness of a brand's overall social media performance on Facebook, Twitter, Youtube and Instagram (Team eValue, 2015).