The secret sauce behind leveraging cultural trends

In innovation and communications

Trend Boom or Trend Splat?

PRESENTED  BY  

FAD

an  intense  and  widely  shared  enthusiasm  for  something,  especially  one  that  is  short-­‐lived  and  without  basis  in  the  object's  qualiEes;  a  craze.  

What’s a Fad?

TREND

a  measurable  change  in  behavior  that  develops  among  a  populaEon  of  individuals.  As  opposed  to  fads,  trends  are  usually  longer  lasEng  and  indicaEve  of  a  broader  cultural  shiJ.    

What’s a Trend?

Culture  is  constantly  changing  around  us,  and  its  pace  of  change   is  making   it  even  more  difficult  to  adapt  to  it.  For  brands  and  marketers,  being  on  top  of  culture  is  becoming  increasingly  important  because  of  its  impact  on  how  people  think,  behave,  buy.    

The Role Of Culture

3 stories about trend booms:

FOOD Food  culture  has  been  redefined   SCHOOL MENU IN 2011

SCHOOL MENU IN 1990

The  defini3on  of  health  has  shi5ed  

SOCIAL

3 stories about trend booms:

HEALTH

   The  Caregiver  has  evolved      

3 stories about trend booms:

CarEGIVERS

   Can  you  tell  the  difference  between  a  

trend  boom  and  a  trend  splat?      

The big question is…

•  A  fun,  yet  insighQul  look  at  how  culture  is  created  today  •  A  way  to  decipher  between  a  cultural  trend  and  fad  •  An  understanding  of  how  to  mine  culture  and  leverage  cultural  

insights  to  build  brands,  product  innovaEon,  and  communicaEons  

   

What this presentation is

What this presentation is not •  Irrelevant  informaEon  that  leaves  you  asking  “so  what  can  I  do  

with  this?”