Design is an evolving discipline; from its emergence in the Industrial Revolution to the present day, it has been increasing its scope of action, going from being an activity linked mainly to operational processes to becoming a key strategic process in the achievement of innovations. This article analyses how the consideration of design in the Oslo Manual, an international reference guide for collecting, reporting and using data on innovation, produced by the OECD, has evolved as a result of advances in the discipline. The Manual has now been published four times, the first edition in 1992 and the latest in 2018, which is still in force today. As part of the analysis, connections are made between the World Design Organization's definition of design, design thinking and user-centered design. Keywords: Design, Innovation, User, Oslo Manual, Creative Industries

To date, trends are still a generally unknown tool on the part of companies and agents that propose consumer goods. Although in recent years its role has been changing, attracting attention, generating numerous jobs and specialized agencies in the study of foresight, continue to generate mistrust and are appreciated as a superficial element beyond a tool that can propose a clear competitive advantage within a market. This article presents a reflection that explains the process of adoption of the trends, trying to decipher its operation with the aim of improving its implementation, explaining this phenomenon from a social point of view.