Behaviour is not simply a personal demonstration of what we are or think. The individuals are made up of an own raw material, stretched by the social environment in which they are placed. We need the group to deal with, to establish relations, to create new ideas, but also new tendencies. Thanks to the individuals all these social creations can spread.

But how do tendencies take shape? In three steps. First of all, reinforcement.
The human brain choose into a basket of alternatives what to like, love, hate, follow or not. Choice is not rational, but unconscious and it is a reaction to the every days’ situations. More specifically, we choose what the others like. This is the reinforcement: if an action is good for the others, if the group like it, it will be a good reason to do it again in the future.
Second step: collective behaviour. All these individual choices are added each other. Considering to the existence of the exceptions and real independent thoughts, unfortunately, mass movements are predominant and the importance of them is undiscussed. This doesn’t mean that individuals can’t take their own path, but it has always meant to challenge society’s rules and mental schemes.
Third and last: marketing. From the moment that a mass, big or small, makes its choice, data analysis’ software do the rest. And the tendency is born.
This process is also cyclical. Tendencies create more followers and so on. Here comes again the original thought of that individual not subjected to conformity – in that precise moment – that breaks the crowd with a different idea. And again, another trend comes out!
In this not so rational cycle, what hopefully is the creation of a good tendency. Is this the case of green economy, sustainability, vegetarianism and biologic food. Their importance is easily to see when corporations build their missions and advertisement over them.