trends-go-social-part-four

Trends Go Social, part 4: The power (and value!) of eavesdropping

November 2016

Our series with We Are Social has seen us dive into the intrinsic relationship between four of our mega-trends and the social trends that are shaping the consumer landscape right now. We’ve covered everything from status and personal improvement to a love of locality and the desire to play. Our final part dives into HELPFULL — the demand for convenient and superior service — and JOYNING, the core instinct to connect with others.

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are-you-a-courage-brand

Are you a courage brand?

November 2016

Our ongoing partnership with Taan Worldwide sees us link up with professionals based the world over to discuss some of consumerism’s most pressing issues. Next up? Ryan Berman, CCO at i.d.e.a. He dives into the notion of courage, what it means for your brand, and — crucially — how you can harness it.

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cotopaxi-big-brand-redemption-tips

Cotopaxi's 5 step guide to proving your business is about more than just the bottom line

November 2016

After our Chicago Trend Event Lindsey Kneuven, Chief Impact Officer at Cotopaxi and one of our panellists, took the time to pull together a quick list of next steps and actions for any brands from the event (or even those of you who missed it) looking to have a more positive impact in the world. If you want to prove to consumers in 2017 that your business is about more than the bottom line, here are some action items to get started with.

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trends-go-visual-part-two

Trends Go Visual part 2: Getty Images on the importance of 'real', meaningful communication

November 2016

Last month saw the launch of Trends Go Visual: a collaborative project between TrendWatching and Getty Images, mapping two of the 16 mega-trends that form part of our broader Trend Framework. Below, Jacqueline Bourke — Senior Manager of Creative Planning for Getty Images London — dives into YOUNIVERSE and LOCAL LOVE, sharing how they manifest themselves in the visual realm.

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citinerary-part-two-future-identity

Healthcare, the Segment of One and a new wave of smart citizens: Diving into The Future of Identity ahead of our Amsterdam Trend Event

November 2016

Following their insightful analysis of BIG BRAND REDEMPTION across the Netherlands, Citinerary -an international network of passionate citizens who observe and share, how we live, how a city functions and how it continues to evolve – are back with another exploration of the subjects set to shape our Amsterdam Trend Event on November 23rd.

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taan-social-listening

'Social listening? It has nothing on social projection!' - GSC on how to see what's REALLY influencing consumer behavior

October 2016

As part of an ongoing partnership with TAAN, a global network of advertising and communications agencies, each month sees an industry issue tackled head on by one of their members. Here, Gabrielle Shaw – founder of Gabrielle Shaw Communications – dives into why it’s never sufficient enough to use social listening. It’s about social projection, too…

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um-labs-wearables-report-premium

'Instead of ‘Money! Money! Money!', we think ‘Innovation! Innovation! Innovation!’ - How UM Labs’ company culture revolves around a focus on the future

October 2016

UM Labs are one of most effective media creation agencies in the Middle East & North Africa (MENA). With clients ranging from Coca-Cola to Johnson & Johnson, they specialize in connecting these brands with their customers through a variety of different platforms. As one of our TW:Premium clients, we sat down with Rasha Rteil – Head of Innovation at the labs – to discuss why innovation is in their DNA, and how TrendWatching fits into their vision of the future.

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featured-innovator-ben-jerrys

Ben & Jerry's on why it's time for brands to stand up for what they believe in - whatever the consequences

October 2016

Confectionary giant Ben & Jerry’s may be famous for their dessert options, but in recent years the brand have become increasingly active in promoting support for causes they believe in – from climate change to LGBTQ rights. So, as the political discourse in Brazil becomes increasing confrontational, they took action. How? By acting as a RECONCILIATION BRAND, and helping people with opposing views see the other side of the argument (all over a scoop of ice cream, naturally ;).

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your-trend-taster-browse-four-all-new-super-fresh-trends-from-our-upcoming-2017-trend-report

Your trend taster: Browse four all-new, super-fresh trends from our upcoming 2017 Trend Report!

October 2016

From VIRTUAL EXPERIENCE ECONOMY to MOTIVATED MINDLESSNESS, in 80+ pages we’ll showcase where the consumer landscape (and your customers’ expectations) are headed in 2017. Released on Tuesday, October 25th and available exclusively as part of the TW:Premium service, our brand-new Trend Report brings you 2017’s most critical innovation opportunities. Here, we’ve got a sneak preview of four trends that are set to be included this year. So what are you waiting for? Dive in!

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trends-go-visual-part-one

Trends Go Visual: Getty Images on what STATUS and BETTERMENT mean for the visual sphere

October 2016

This is the first in a series of four blog posts created in collaboration with our partners over at Getty Images. Each post will see us share two of the 16 mega-trends that form part of our broader Trend Framework. Here, Jacqueline Bourke – Senior Manager of Creative Planning for Getty Images London – showcases the most aesthetically stunning representations of the trends that are shaping the future, and how these trends translate to the visual sphere.

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the-pink-bra-a-local-solution-to-a-universal-problem

The Pink Bra: A local solution to a universal problem

October 2016

With Breast Cancer Awareness Month taking place all over the world throughout the month of October, we took some time to catch up with some of the innovators truly changing the game when it comes to preventing the disease. In the first of a two-part series, we asked the team at Tonic International – the Dubai-based agency that worked with Pink Ribbon Pakistan to create the PinkBra, a bra designed to help underprivileged women detect early signs of breast cancer.

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featured-innovator-philips-energyup

Heading towards the light: Philips, Starbucks and the innovative fight against dark, winter mornings

September 2016

In April, our FUTURE OF BETTERMENT unpacked the five trends shaping health and wellness. One of the key innovations that featured? EnergyUp cafes – where Philips introduced their daylight lamps to local Starbucks branches to offer a revitalising, two-pronged top-up for visitors. We picked the brains of Raúl Santamaría Learte, the Global Product Manager at Philips, as he shed some light on therapeutic qualities of the technology.

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featured-innovator-tunga

Bridging a cultural divide: How Tunga mobilized coders in East Africa (and built a community in the process)

September 2016

In areas where connectivity is becoming less of a luxury and more of a necessity, it’s up to innovators to find ways to utilize an emergent, hungry workforce. We caught up with Ernesto Spruyt, Founder of Tunga – an online social network that connects young African programmers with tech companies looking for help with software that appeared in our 16 Innovations from 2016 briefing in June – to talk us through community, culture and restoring the confidence of consumers.

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featured-innovators-pockettour

Travelling from the tips of your fingers: Pockettour's battle to turn Ukraine's conservative market against traditionalism

September 2016

Pockettour, a travel agency founded in Ukraine, are the first in the industry to run their booking operations entirely through messaging app Viber. After appearing in our GLOBAL BRAIN briefing as a prime example of our ALL-ON MESSAGING trend – exploring how messaging apps are becoming feature-packed controls for everyday life – we managed to catch up with Alexandr Dovgopol, the company’s owner and CEO, to discuss developing such an innovative concept in a climate as conservative as Ukraine’s.

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citinerary-part-one-big-brand-redemption

Ahead of our Amsterdam Trend Event, we posed a crucial question to the city's inhabitants: Can big Dutch brands be redeemed?

September 2016

This month, TrendWatching is partnering with Citinerary, an international network of passionate citizens who observe and share, how we live, how a city functions and how it continues to evolve. This blog series is part of the upcoming TrendWatching Global Trend Event series landing in Amsterdam on November 23rd. Mio van der Mei, an Amsterdam-based Citinerary correspondent, explains how big and local brands redeem themselves or the industries they’re operating in, and the impact it has on the city and its local communities.

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do-we-still-have-time-to-talk-about-the-olympics

Do we still have time to talk about the Olympics?

September 2016

The Olympic Games are a special kind of phenomenon. Combine this with the vibrancy of Brazilian culture and you have a potent mix of atmosphere and exhilaration—all set against a backdrop of political tension and trepidation. But how did brands in Brazil capitalize on the world’s biggest sporting roadshow? Luciana Stein, our Lead Trend Strategist in the SCA region, explores.

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Trends Go Social: Key social trends for now, next and new ideas

September 2016

This is the first in a four-part series of blog posts where, each week, we’ll be sharing two of the 16 mega-trends that form part of our broader Trend Framework. These are the big, slow-moving currents in the consumer arena that, taken together, form our complete picture of consumerism today and where it’s heading.

With the help of our friends at We Are Social, we’ll be mapping the most actionable mega-trends against the KEY social trends of the moment – demonstrating how they translate across industries, channels and regions

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tw-live-speakers-melanie-yap

Melanie Yap talks professional freedom, diversity in collaboration and doing 'Good' ahead of our Singapore Trend Event

September 2016

Melanie Yap, partner at A Very Good Company — a boutique consultancy specialising in social innovation, research and design — is part of the all-star line-up at our sold-out Singapore event. We managed to catch up with her to discuss the values of Generation Z (and Singapore as a whole) ahead of her appearance on our Branded Infrastructure panel — looking at how smart brands are making Asia a better place to be.

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flying-to-gotham-city-ironing-bread-and-local-coffee-culture-spotting-trends-in-turkey-whats-next-whos-winning

Flying to Gotham City, ‘ironing’ bread and local coffee culture: Spotting trends in Turkey - what’s next & who’s winning.

September 2016

In the second part of a series of featured posts from Idea Bakery, our partners in Turkey that have been applying Trend-Driven Innovation methodology to the work they produce for clients, Brand Communications Consultant Neslihan Kohen discusses the Turkish brands most worthy of admiration (whether they receive the plaudits or not) and the consumer expectations […]

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tw-live-speakers-jacqui-hocking

Pushing forward with purpose: Jacqui Hocking talks storytelling & sustainability ahead of her appearance at our Singapore Trend Event

August 2016

We’re super excited to invite Jacqui Hocking, a visual storyteller and social entrepreneur currently working on a new project, VSS to our sold-out Consumer Trend Event in Singapore on October 27th. We managed to grab some time with her to shed some more light on what we can expect as she pulls up a chair to our Branded Infrastructure panel – exploring how smart brands are making Asia a better place to be.

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idea-bakery-spotting-trends-turkey

Celebrity spotting, elite-sourcing and social media: Inspiration & challenges from spotting trends in Turkey

August 2016

TrendWatching has been making a number of trips to Turkey recently, including for a recent event with Idea Bakery, a local partner who have been applying TrendWatching’s content and Trend-Driven Innovation methodology to their communications work with clients. Here, Neslihan Kohen — Idea Bakery’s Brand Communications Consultant — runs through spotting trends and the challenges that innovators across Turkey face (and how to overcome them).

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taan-globalization-identity

Is a globalized world making people assert their identities?

August 2016

Alongside – or in reaction to – globalization, it appears that the social ideologies of people all over the world are becoming more isolationist. From Brexit and Donald Trump to battles for independence waged everywhere from Scotland to Spain, the politics of identity are undeniably becoming more pronounced. Taan member (and Director of Levy McCallum and Root & Toot) John McCallum discusses the roots of these tensions, and what they mean for brands in the future.

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my-uv-patch-featured-innovator-loreal

How to disrupt a problem like skin cancer: L'Oréal on setting a precedent through (almost!) invisible innovation

August 2016

In a recent edition of our Featured Innovators series, we chatted with MC10, who partnered with L’Oreal to create My UV Patch – an adhesive patch that monitors UV rays, with smartphone-accessible results. But, as we’re all aware, each side of a collaboration presents different challenges and sources of inspiration. We spoke with Guive Balooch – Global Vice President of L’Oreal Technology Incubator – to hear how one of the world’s most popular cosmetics companies approached a tackling a problem as prominent as skin cancer.

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featured-innovator-moon-son

How do you adapt yoga for a POST-DEMOGRAPHIC society? Moon & Son on filling a void, going it alone & staying unique

August 2016

Our Featured Innovators series once again returns to the FUTURE OF BETTERMENT, this time talking to Stephen Watson – former Fashion Director at Men’s Vogue and creator of Moon & Son, a new brand of yoga clothing and equipment especially designed for men. We discuss the POST-DEMOGRAPHIC nature of his new venture, as well as the challenges and frustrations that come with changing the context of the conversation about yoga leisurewear in general.

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wiivv-insoles-featured-innovators

Putting your best foot forward: Wiivv Insoles on integration, creative control and the personalized economy

August 2016

Our FUTURE OF BETTERMENT briefing featured BASE – customised trainer insoles designed by Wiivv. Consumers use the Wiivv app to take five pictures of their feet, and Wiivv then use the images to design insoles that perfectly fit the contours of each foot – something that the company’s co-founder, Louis-Victor Jadavji, believes is set to revolutionise his industry. We caught up with him to talk biomechanics, integrating your brand’s solutions into real-life activity and the importance of the personalized economy.

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my-uv-patch-featured-innovator-mc10

Temporary tattoos, epidermal electronics & seamless solutions: How to integrate wellness into our everyday lives

August 2016

MC10, a healthcare company whose mission is to redefine the boundaries between humans and electronics, featured in THE FUTURE OF BETTERMENT, our Global Trend Briefing from April this year. We managed to catch up with Rooz Ghaffari, the company’s co-founder and VP of Technology, to discuss the unique technology behind My UV Patch – an adhesive patch that monitors UV rays, with smartphone-accessible results.

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impossible-burger-tesla-trend-spotting

How Impossible Burger’s ‘Tesla strategy’ also shows you how to spot the trends of tomorrow.

August 2016

The Impossible Burger follows the Tesla model by disrupting an industry with a guilt-free product that can match its competitors in style and substance pound for pound. Their aim is a pretty ambitious one – to help solve (or at least massively reduce) the environmental and ethical issues related to eating meat, by creating a healthy, humane, low-impact alternative that tastes as good as the ‘real thing’. And, by doing so, they embody the Expectation Gap – the key to changing the way consumers think about the products, services and experiences they invest in.

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an-apple-a-day-how-to-seamlessly-add-health-and-wellness-benefits-into-everyday-routines

Always putting off the dentist? Don't panic - Dentapple has changed the context of an everyday item to cater to your health & wellness needs

August 2016

The latest stop for our Featured Innovators series? Japan, where we caught up with Shota Hatanaka, the Creative Director of Hakuhodo to discuss one of their recent innovations, Dentapple – a line of apples that included free, personalised dental consultations – that has appeared in not one but two (!) of our free briefings, BUILT-IN BRANDS and THE FUTURE OF BETTERMENT.

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all-roads-lead-to-digital-how-the-modern-cmo-builds-a-brand

All roads lead to digital: How the modern CMO builds a brand

July 2016

People have been saying ‘everything is digital’ for years, but has that always been the case? Instead it’s now, more than ever, that the modern CMO faces large-scale challenges to harness technology and secure the most valuable of assets: consumer attention. Here Andrew Eklund, founder of Ciceron – one of the first digital agencies in the US – explores the new landscape (and what it means for those in charge).

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featured-innovator-stayuncle-india

Tradition, taboo and trend-thinking in action: The battle to help the Indian youth have sex in peace

July 2016

StayUncle, a New Delhi-based start-up that links unmarried couples with hotels on an hourly basis, appeared in our recent ASIAN INNOVATION FRENZY Regional Briefing as an example of a brand that supports and empowers those who are living life on their own terms. We picked the brains of company co-founder Blaze Arizanov to discuss the power of NEW NORMAL in even the most trying of environments.

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what-pokemon-go-reminds-us-about-watching-trends

What Pokemon Go reminds us about watching trends

July 2016

We’ve been talking about augmented reality, the blurring of the online & offline worlds and geolocation-based, interactive, multiplayer virtual games for ever. That doesn’t make us brilliant (if only!), indeed any trend watcher worth reading will have been flagging that the combination of technology and human needs were creating fertile ground for an app/game/innovation similar to Pokemon Go.

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featured-innovators-stockpile

Shifting perspectives in real time: Stockpile's co-founder on agility, fine-tuning and the impact of sharing ideas

July 2016

Our Featured Innovators series allows us to catch up with some of the brands and organizations that have appeared as integral parts of our free Global Trend Briefings. Stockpile – a company that allows stocks of companies such as Google and Apple to be purchased as gift cards – appeared in our 5 Trends for 2016 publication and here their co-founder, Avi Lele, discusses working with trends, adapting for the future and the importance of recognising a shifting in consumer perspective.

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featured-innovator-fcb-brazil

Getting into the mind of the masses: How FCB Brazil used simplicity and standardization to create their own PEER ARMY

July 2016

This edition of our Featured Innovators series – a platform that allows us to catch up with some of the organizations that have appeared in our free Global Trend Briefings – sees us speak with Joanna Monteiro, Chief Creative Officer at FCB Brasil, who worked on HP’s Print for Help campaign. The innovation was included in our PEER ARMIES briefing, a trend that that explores how brands can utilize networks of peers to create ultra-convenient new services, offer more authentic experiences, allow new kinds of product reviews, and more.

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featured-innovator-design-my-day

Design My Day's CEO on machine learning, the future of healthcare and harnessing the power of 'the funk'

Jacob Madden is the Founder of Design My Day, and the latest to appear in our Featured Innovators blog series. His app fell under CALIBRATED HEALTH, a trend that was included in our FUTURE OF BETTERMENT Global Trend Briefing, and here he discusses the challenges, uncertainties and rewards of using data to provide a positive effect on our health.

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builtinbrands-asianconsumers-taan

Why BUILT-IN BRANDS will delight Asian consumers in 2016 (and beyond)

June 2016

This is the latest in a series of posts from one of our longtime partners Taan Worldwide – a global network of carefully selected independent advertising & communications agencies. Taan member Terry Lee is the co-founder of the China-Asean Entrepreneurship Centre – an information-sharing platform for entrepreneurs in the China-Asean economic corridor. Here, Terry unpacks our recent Asia Trend Briefing on BUILT-IN BRANDS – diving into the intricacies of a market that has swelled to almost 1.5 billion people. One brand, it seems, is setting themselves apart from the rest. But how?

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featured-innovator-achtung-klm

'It's about more than just helping a brand. You have to enable people to help people, too': How to draft in foot soldiers for a city-wide PEER ARMY

June 2016

In the latest instalment of our Featured Innovators series – where we catch up with some of the organizations that have appeared in our free Global Trend Briefings – we spoke to Daniel Sytsma, the Creative Director at Achtung, about his work on KLM’s Layover with a Local campaign. The innovation was included in our PEER ARMIES briefing, a trend that that explores how brands can utilize networks of peers to create ultra-convenient new services, offer more authentic experiences, allow new kinds of product reviews, and more.

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innovations-from-the-eu-our-5-favourite-examples-from-2016

Innovations from the EU: Our 5 favorite examples from 2016

June 2016

As we’re sure you’re all aware, June 24th marked the day that the British public decided to leave the European Union. But don’t panic! We’re not here to add to the mass of political commentary already on offer (we’re sure you’re almost sick of hearing about it ;). Instead, as a way of saying an unfortunate farewell to the country’s involvement in the union, we take a quick time-out to look over some of our favourite innovations developed from inside the EU this year, from future-focused brands such as Air France, Starbucks & more!

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featured-innovators-cognitoys

Finding the sweet spot: Innovating in the intersection between humans and technology

June 2016

As part of Featured Innovators – a series of interviews with some of the most exciting minds from the global trend community – we caught up with Donald Coolidge, the CEO of Elemental Path. The company are behind CogniToys, the internet-connected smart toys which interactively engage and grow with children. The innovation featured in our 5 Trends for 2016 Global Trend Briefing as part of our BENEFICIAL INTELLIGENCE trend – detailing how rising numbers of consumers expect brands to use machine learning and artificial intelligence to develop truly smart products and services.

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burson-marsteller-6-african-youth-trends

Our Consumer Trend Canvas in action: Burson-Marsteller ideate 6 African Youth Trends for 2016

June 2016

In the summer of 2015, we began conversations with Burson-Marsteller regarding their Africa-specific project, known as ‘the A-Generation Study’. The purpose of this project was to unravel 6 emerging trends related to the African youth today. The results? With the help of our Consumer Trend Canvas, the agency ideated 6 brand new concepts – looking at the continent’s past as well as its future.

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turning-the-tables-on-big-consumerism-how-to-provide-justice-as-a-service

Turning the tables on big consumerism: How to provide justice as a service

In an extended edition of our Featured Innovators series, we caught up with Marc Atiyeh, Head of Growth at Paribus – an automated plugin which connects to users’ email, scans their online purchase receipts and files price adjustment claims on their behalf. The innovation featured in our 5 Trends for 2016 Global Trend Briefing as part of our BENEFICIAL INTELLIGENCE trend – detailing how rising numbers of consumers expect brands to use machine learning and artificial intelligence to develop truly smart products and services.

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featured-innovators-telefonica-research

'Technology should behave differently depending on the context': Telefonica Research on the importance of focus, relevance and serving human needs.

May 2016

As part of our Featured Innovators series, we caught up with Nuria Oliver and Martin Pielot, two of the driving forces behind Telefonica Research’s Boredom App project – a report that showed researchers are able to detect whether a smartphone user is bored or not from their activity on the device. The innovation featured in our 5 Trends for 2016 Global Trend Briefing as part of our CONTEXTUAL OMNIPRESENCE trend – detailing how consumers will embrace smart brands that use new channels and nuanced contexts to be there as and when they’re needed.

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mike-walsh-interview

Tomorrow's CEO on spotting trends in surprising places, why one continent in particular leads the way in innovation and intriguing revelations from recent travels.

May 2016

Following his discussion with Henry Mason, TrendWatching’s MD, for the Between Worlds podcast, we managed to pin down Mike Walsh – the CEO of Tomorrow and self-confessed global nomad. We got his views on spotting trends, where in the world is leading the way in innovation and what’s taken him by surprise on his continued circumnavigation of the globe.

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what-people-really-buy-when-they-buy-anything

What people REALLY buy when they buy anything

May 2016

This is the latest in a series of posts from one of our longtime partners Taan Worldwide – a global network of carefully selected independent advertising & communications agencies. Taan member Stephen Moegling is a partner at Franklin Street, a health care and digital branding consultancy based in Richmond, Virginia.

Here here unpacks our recent Global Trend Briefing on THE FUTURE OF BETTERMENT – providing his take on some of the key issues facing health and wellness in 2016 and beyond: where are consumer expectations around health and wellness heading? And how can brands help customers fulfil their dreams of self-improvement?

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how-ambitious-small-companies-can-harness-powerful-big-company-tools

How ambitious small companies can harness powerful big company tools

May 2016

Room 485 is a young creative agency based in Moscow and Miami, specialising in communication & exposure projects, consumer engagement, brand identity and social media strategy for a range of influential international clients including Bacardi, Toyota, Ikea, Heineken, Unilever and Mondelez, creating campaigns for brands such as AXE, Kozel Beer and Rexona. Elena Kalinina, Room 485’s Creative Director, explains how their innovation and ideation process has evolved.

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10-insight-industry-insights

Insights into the future of the insight industry: the 10 business truths that we believe to be self-evident.

May 2016

At the very centre of the Trend-Driven Innovation methodology lies one conundrum: you want to know where customers are heading next. The problem? The received wisdom on how to find out is wrong. In light of this it’s useful to contextualise our approach by setting our beliefs against some of the established norms within the insight industry at large; Henry Mason, our MD, unveils the 10 beliefs that lie at the heart of our challenger approach.

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marketing-with-a-clean-slate

Marketing with a Clean Slate

April 2016

This is the first in an ongoing series of featured posts born from our partnership with Taan Worldwide, a global network of carefully selected independent advertising & communications agencies. Here one of their members, Mike Speck – SVP Creative at Mobium, an agency that specialises in B2B marketing strategy – dives into CLEAN SLATE BRANDS and their significance within the modern business community.

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listen-henry-mason-in-discussion-on-the-between-worlds-podcast

TrendWatching’s MD on what the future holds for Virtual Reality, why key trends transcend demographics and how to look outside your frame of reference.

April 2016

Between Worlds – a podcast renowned for seeking out ‘the global thinkers, innovators and troublemakers whose ideas challenge the world as we know it’ – adds our MD, Henry Mason, to a list of interviewees that includes David Epstein (writer, ‘The Sports Gene’) and Harper Reed (former CTO, ‘Obama for America’).

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what-does-hr-have-to-do-with-consumer-trends

What does HR have to do with consumer trends?

February 2016

Our Lead Innovation Architect Delia Dumitrescu discusses the intrinsic link between HR and consumer trends with Ulrike Oswald – Expert Talent Manager and Organizational Developer at Telekom Austria Group – and how running workshops with the company’s young talents and their senior executives has grown into some of the most impactful work she’s done with big organizations to date.

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taking-the-pulse-of-the-trend-community

Taking the Pulse of the Trend Community

December 2015

How do you begin to map a landscape as complex as consumer expectation? Our Chief Client Officer, Paul Backman, explores how to identify the basic human needs and wants of customers within a specific industry using the Trend Mapper tool. After aggregating the findings of 8000 (yes, 8000!) individual Trend Maps, we honed in on the 5 key themes that are on the minds of professionals the world over.

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what-is-trend-driven-innovation

What is Trend-Driven Innovation?

In short, Trend-Driven Innovation is nothing less than a radical new way to answer the ultimate business question. Every business leader, entrepreneur, innovator and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong.

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