{"id":11848,"date":"2026-10-02T08:00:32","date_gmt":"2026-10-02T06:00:32","guid":{"rendered":"https:\/\/empiricus.eu\/?p=11848"},"modified":"2026-09-24T14:29:41","modified_gmt":"2026-09-24T12:29:41","slug":"no-trend-of-the-times-has-come-to-stay","status":"publish","type":"post","link":"https:\/\/empiricus.eu\/en\/no-trend-of-the-times-has-come-to-stay\/","title":{"rendered":"“No *Zeitgeist* has come to stay.”"},"content":{"rendered":"

Trend researcher Kirstine Fratz examines how collective mindsets are shifting\u2014and why we may well be at the dawn of a new era. A conversation about societal dynamics, norms, values, and the vast space in between.<\/em><\/strong><\/p>\n

Ms. Fratz, what exactly is meant by *Zeitgeist*? And how can this field of research be classified?<\/strong><\/p>\n

Kirstine Fratz:<\/strong> We understand *Zeitgeist* as the mindset and emotional tenor of an era. *Zeitgeist* represents a temporary promise of a successful life. Research into the *Zeitgeist* focuses on collective ideals and anti-ideals, as well as collective needs and longings. While sociology stays closer to actual reality, trend research often highlights what is already visible; one might say that *Zeitgeist* research is more of a map of conflicts than a trend report.<\/p>\n

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What is meant by *Zeitgeist*?<\/h3>\n

“Zeitgeist” refers to the prevailing mindset and emotional outlook of an era. It encompasses societal values, norms, ideals, aspirations, and conceptions of what constitutes a good and successful life. However, the Zeitgeist is not static: when societal rules and expectations no longer align with the lived realities of many people, they come under pressure to change, and new ways of thinking emerge.<\/p>\n<\/div>\n

<\/h2>\n

Could you give us a brief insight into your research?<\/strong><\/p>\n

My work is structured around investigating the spirit of the times using empirical methods drawn from ethnology and empirical cultural studies. Fundamentally, ethnologists and empirical cultural scientists are skeptical of any social system; we believe that such systems are merely temporary and must constantly undergo change.<\/p>\n

How long do individual epochs generally last?<\/strong><\/p>\n

No zeitgeist is here to stay. However, it also depends heavily on the liberality of society. If society is highly repressive, an upheaval is perhaps more likely.<\/p>\n

The blueprint of a culture is always the same. It is guided by values, conventions, norms, ideals, and anti-ideals: What makes a good child? A good worker? A good leader? And then, of course, there are norms and values \u200b\u200bthat cannot possibly capture the full spectrum of human experience\u2014for that experience often lies in the spaces in between.<\/p>\n

That is why cultural studies employs the empirical model of the “great in-between.” This simply means: what do people actually do in their lives? After all, they do not follow norms, values, and conventions from morning till night; instead, they seek to balance things out and compensate.<\/p>\n

However, if norms and values \u200b\u200bare set too rigidly over the long term, they are called into question. In this respect, conventions\u2014as well as norms and values\u2014represent a culture\u2019s primary point of potential fracture. And the more strongly a culture is shaped by norms and values, the greater the space in between.<\/p>\n

Can a new zeitgeist also harm a society?<\/strong><\/p>\n

Autocratic or repressive cultures are ceaselessly engaged in monitoring this “in-between” space\u2014for instance, through a secret police force. They rely on informers who notice whenever someone is delving into that realm. Public executions are a common tactic used to send a message to the people: Don’t get too comfortable in your “in-between” space.<\/p>\n

There are also cultures that endure for a long time because they cultivate the “in-between”\u2014such as the Catholic Church with its Carnival. For a few days, the established order is turned upside down.<\/p>\n

This applies to every culture\u2014whether corporate, familial, or relational: if there is no room for the space in between, things will blow up in people’s faces.<\/p>\n

Which era in the recent past was particularly formative, and what has it left us?<\/strong><\/p>\n

The women’s movement, certainly. We can see that it has completely transformed even our ideal image of a leader. Then there are the youth movement and pop culture. The latter has offered many alternative worldviews\u2014regarding how to live and work, how to perceive roles, how to dress, and what sexual behavior should look like.<\/p>\n

The women’s movement has also shattered many deeply entrenched certainties\u2014as we see in today’s debates about balancing work and family life. This is a massive issue bearing down on the world of work; after all, when both parents are employed, it is impossible to maintain and nurture a functioning family structure within the confines of a 40-hour workweek.<\/p>\n

What signs indicate a shift of eras?<\/strong><\/p>\n

The philosopher Wilhelm Dilthey once said: “The *Zeitgeist* emerges when life happens to us.” And that happens precisely when we realize that the reality of our lives is becoming increasingly difficult to reconcile with the system in which we live.<\/p>\n

Cultural truths are established through discourse and the control of that discourse. The spirit of the times enables marginalized groups to suddenly gain the power to define meaning. We see this primarily through films, books, and music that shape new narratives which resonate with society.<\/p>\n

Then, things start to shift. For it implies that many people are experiencing the world in the very same way. And so, within a society that previously viewed itself as normal\u2014bound by constraints and the pressure to conform simply because “that\u2019s how everyone did it”\u2014a question arises on various levels: Is this actually right? Are we incurring too much collateral damage? How does this actually make us feel?<\/p>\n

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How can a societal shift of an epochal nature be recognized?<\/h3>\n

A shift of eras begins when many people find that existing norms, role models, and institutions no longer align with the reality of their lives. Marginalized perspectives become more visible, familiar certainties are called into question, and new terms reshape public debate. Films, books, music, and other forms of cultural expression can amplify this shift by providing a shared language for new experiences and ways of life.<\/p>\n<\/div>\n

<\/h2>\n

What significance does language have for shaping a new zeitgeist?<\/strong><\/p>\n

Change always begins with language. In the field of ethnology, the saying goes: language constructs reality. Take the term “toxic,” for instance; it is a relatively recent addition to how we describe our relationships.
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If you look at human relationships in earlier eras, almost all of them would be described as toxic today. There were toxic leaders, toxic spouses, and toxic parents\u2014because the focus was largely on authority and telling others how they ought to be.
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Back then, this was considered important, sensible, and essential. Just imagine: during the Enlightenment, it was said that if you didn’t beat your children, they wouldn’t grow up to be sensible people. Today, that kind of statement would land you in prison.<\/p>\n

What factors typically trigger the transition from one era to the next?<\/strong><\/p>\n

There are situations that accelerate the spirit of the times. The coronavirus era has shown that things can work differently.<\/p>\n

In general, the *Zeitgeist* evolves more rapidly in societies that are not governed autocratically. Liberal societies experience a faster pace of *Zeitgeist* evolution because many people can participate in its development without facing sanctions.<\/p>\n

In repressive societies, people face the threat of sanctions if they attempt to evolve the system, challenge the prevailing narrative, or take a critical perspective on it. I believe there is hardly any such thing as a “zeitgeist” in Afghanistan, whereas here, of course, it has gathered tremendous momentum\u2014driven by freedom of speech, freedom of the press, and freedom of religion.<\/p>\n

When people in liberal societies realize that the existing system is reaching its limits, a new zeitgeist can emerge. I always call it the empty field of longing, from which something new then arises.<\/p>\n

And this doesn’t come about because someone stands up in the Bundestag and says, “Right, it\u2019s time we changed something.” Instead, change happens when the majority realizes that the system no longer works for the reality of their lives. That is usually not just an individual sentiment\u2014and that is how a dynamic of the zeitgeist is set in motion.<\/p>\n

In which phase do we currently find ourselves\u2014in a transition, a rupture, or already at the beginning of a new era?<\/strong><\/p>\n

Many marginalized lived realities, perspectives, and topics\u2014previously confined within a rigid straitjacket\u2014have found a voice. And right now, we are grappling with how to bring it all together and still manage to function together somehow.<\/p>\n

Gen Z wants to be looked after, not to roll up their sleeves like previous generations. Young people want supervisors who foster their potential. They demand a great deal of empathy: if their dog has died, they can\u2019t come to work; if they are in the middle of a cross-training challenge, they can\u2019t attend a team meeting on the weekend, and so on.<\/p>\n

This strong emphasis on mental and physical health is a tremendous achievement when you consider the history of work. While it can be challenging for employers, it is naturally revolutionary for employees\u2014a new reality.<\/p>\n

People are seeing what is possible when they are no longer willing to sacrifice their mental and physical health for the sake of the system. Naturally, the question of the payoff also arises. Being able to buy a house on a standard income is no longer feasible, building wealth is difficult, and no one knows what retirement will look like for this generation.<\/p>\n

The promises of a successful life tied to conformity are thus increasingly falling away. This brings us to the next problem: we no longer know how to motivate Gen Z to work.<\/p>\n

We are in a state of constant regulation. We have made a certain development visible, introduced it into the culture with a view to the future, given it a name, and subjected it to critical scrutiny\u2014yet the actual work remains undone. As a next step, one must ask oneself what one wants to achieve in life.<\/p>\n

In what way?<\/strong><\/p>\n

If you want to achieve excellence in your field, you cannot do so while consistently maintaining a work-life balance; that is absolutely out of the question. Anyone who has ever achieved excellence in a field knows that it involved phases where absolutely nothing was in balance.<\/p>\n

We thus find ourselves in a continuous process of adjustment.<\/p>\n

How do you assess the current political decisions in this regard?<\/strong><\/p>\n

I find it alarming that policymakers still believe they can get everything under control with knee-jerk slogans. I don’t think they even realize that fundamental societal structures simply no longer exist.<\/p>\n

You simply cannot rally people around the pension issue and bash recipients of the citizens’ benefit while simultaneously leaving tax injustice untouched. That is so transparent; it shows that the political establishment has become trapped in an elitist mindset, believing it holds the power to define the narrative on all lived realities\u2014and can demand that every reality serve the interests of that elite.<\/p>\n

This will not end well. A state structure in which the population is expected to concern itself solely with the state elite cannot last. It is like the sun god of the pharaohs demanding that the people ensure the sun rises again the next day.<\/p>\n

Such elites are quickly replaced by people who promise to look after the population again.<\/p>\n

What areas of tension do you currently see between politics, business, and society regarding the interpretation of what is contemporary?<\/strong><\/p>\n

I recently witnessed a discussion at a company that exemplifies what we see on the political stage: the HR department can no longer find anyone for shift work\u2014because shift work, in its current form, clashes with the realities of life.<\/p>\n

It is no longer compatible with family responsibilities or with mental and physical well-being\u2014and thus no longer compatible with the promise of a fulfilling life. The HR department can no longer recruit staff, yet management remains convinced: people are simply too lazy.<\/p>\n

If you look a little deeper, you see that management is fundamentally offended by the spirit of the times. After all, who is supposed to work shifts when both parents have career aspirations outside the home?<\/p>\n

A similar tension exists in the debate over military conscription. Policymakers can no longer find young people who view going to war as a heroic act of identity formation. That was not the case a century ago.<\/p>\n

Young people ask themselves: What does the Bundeswehr offer me? Policymakers must rethink their approach, deliver on the promise of a fulfilling life, identify the void of unfulfilled aspirations, and attempt to adapt structurally.<\/p>\n

But she cannot simply stand there and claim that everything used to be better, or trot out slogans rooted in a fifty-year-old mindset. I get the feeling that some people in politics and business are still thinking in terms of these outdated worldviews, believing the next generation will resonate with them. But they don\u2019t.<\/p>\n

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What does the shift in the zeitgeist mean for companies and executives?<\/h3>\n

Companies are experiencing a shift in the zeitgeist where traditional work models and leadership styles no longer align with employees’ expectations and lived realities. Issues such as health, work-life balance, personal development, and meaningful work are gaining importance. Consequently, leaders need to listen more closely, bring together diverse perspectives, and provide direction. Relying solely on authority and outdated promises regarding performance is no longer sufficient when working conditions fail to make a tangible contribution to a fulfilling life.<\/p>\n<\/div>\n

<\/h2>\n

What shift do you currently observe in companies?<\/strong><\/p>\n

It affects executives most of all. They have to present themselves differently. Someone remarked to me just recently that the situation is terrible. In the past, you could simply slam your fist on the table and crack the whip. If you did that today, everyone would start crying and go home.<\/p>\n

From an economic perspective, too, the level of complexity facing all companies has intensified enormously. It is virtually impossible to manage this alone. Companies must be sustainable, attractive to the workforce, economically viable, and competitive; they must integrate AI, do this and that\u2014and there is no end to it.<\/p>\n

And the spirit of the times has no solution for that either?<\/strong><\/p>\n

The spirit of the times offers no solution in the sense that the intensity of the pressures we face today is a form of collateral damage resulting from past decisions.
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Everything from the climate crisis to the current necessity of relying on teamwork and collaborative solutions\u2014and mobilizing all our resources\u2014represents collateral damage stemming from the way we previously structured our system.
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Consequently, we are now facing multiple upheavals simultaneously. The question of how we can all work together toward shared goals is one that will occupy us, for it is also an evolutionary process that moves us beyond a state where only a select few call the shots.<\/p>\n

What will shape the zeitgeist of the coming decade, and which themes might we, in retrospect, identify as a decisive turning point?<\/strong><\/p>\n

As digitalization and the increasing use of AI transform existing jobs, some form of economic balancing will eventually become necessary. After all, it is unfair for people to be expected to cut back everywhere and lose their jobs while AI generates massive profits.
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The social welfare system can no longer shoulder this burden\u2014and a restructuring of profits and social responsibility will inevitably follow.<\/p>\n

About the author<\/em><\/strong><\/p>\n

Kirstine Fratz<\/a> is a researcher of the zeitgeist, an author, and a public speaker. For over 15 years, she has been exploring the cultural dynamics and emotional currents that shape our society.<\/em><\/p>\n

<\/em>
After working in brand communication and trend research, she developed her own “Cultural Speed \u200b\u200bAnalysis” approach, which she uses to examine how societal values \u200b\u200band aspirations shift\u2014and how new forms of orientation emerge from these changes.
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Fratz advises companies, institutions, and executives on how to view the *Zeitgeist* as a strategic resource and develop future-proof narratives. She is a sought-after expert in the media, at conferences, and within think tanks, as well as the author of *Das Buch vom Zeitgeist. Und wie er uns vorantreibt* (Fontis, 2017). Her book *Denkgef\u00e4ngnisse* was also published by Goldegg Verlag in the spring of 2026.
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Her core mission is not merely to interpret the *Zeitgeist*, but to make it tangible as a space for shaping culture, the economy, and identity.<\/p>\n

Sources: humanressourcesmanager.de<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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