How to tackle trends

Tips and tricks from our Rise masterclass all about how to spot, track and work with trends...

At our latest Rise session in London, strategic insights director Laura Warby and senior consultant Berny McManus unravelled the tricky world of working with trends. While, for many, trends are still a bit of mystery (and sometimes difficult to justify the ROI), mapping and tracking cultural shifts is central to the work we do at Crowd.

Trends not only help us understand more about the brands and consumers we work with, but also where everything fits into the bigger picture – and, therefore, where opportunity and potential advantage may lie. Laura and Berny used the example of whether a premium beer could survive in its category, if the ever-changing concept of ‘premium’ wasn’t paid attention to? Chances are, it wouldn’t.

Similarly, in our culture of constant change, differentiating between a fad and actual societal progression has never been so important. Our presenters offered a stream of useful definitions and categorisation tips on how to spot meaningful shifts in consumer behaviour. Asserting that trends are far from ‘fluffy’, they also distinguished between residual, dominant and emerging expressions to refine things even further.

Three key macro trends were then highlighted and explored, taking into account their drivers and how they currently manifest within culture and brands, namely: digital decentralisation, radical benevolence and intense-inclusivity. The session then wrapped up with a set of tricks for working with trends; including a useful analytical framework and, once you’ve spotted a meaningful trend, tips on how best to track it and apply it within a business.

Thanks to all that attended and joined the conversation. We’ve wrapped up the key takeouts into a digital magazine, available to download here