TREND HUNTERSTrends define the future to a large extent, they are a range of noticeable changes that define the world around us. Being communication professionals our first instinct should be to monitor and borrow influences from the trends in our immediate society and the global space.

This year is one with many predictions and expectations, so it does make sense to take note of some trends for the year. But as good communication professionals, we focus on the opportunities that trends create.

5 Top trends for the year;1. Instant Skills2. Internet of Sharing Things3. Fast Laning4. Branded Government5. Sympathetic Pricing

1. Instant Skills; Many more people have highly revered skills on lots of things formerly expected to be reserved for professionals. E.g through Instagram, we have got tons of people taking pictures that look like those only professional photographers could take. The trend of instant skills is growing so fast, that even Apple is using pictures taken by users of iphone 6 and using them as billboard materials. People are getting really really great at a lot of things. We need to keep an eye on this.

2. Fast Laning; This year, more and more time starved customers will demand to be served faster from any brand they are loyal to, because our targets live in a fast paced world. This can be noticed in Etisalat’s new offering; the Etisalat fast-track, which prevents people from having to queue to be attended to in the customer service centres.

3. Internet of Sharing Things; The collaborative economy has come to stay. More devices, homes and vehicles are becoming connected, they can now communicate with one another. For instance in Hong Kong, a group called Umbrella Here have developed a device you attach to your umbrella and an app for mobile phones, which sends out notifications to people in the rain to join umbrella owners nearby.

4. Branded Government; Forward thinking brands will step up to the challenge of real, meaningful change in the civic duty arena this year, and they won’t be focusing on only Corporate Social Responsibility (CSR) initiatives. A clear example of this is the action by Easy Taxi partnering with Dettol in August 2014, during the Ebola crisis. They offered Nigerian cab drivers lessons on how to diagnose and prevent Ebola.

5. Sympathetic Pricing; Addressing an eternal consumer concern (price) and linking this to a personal or meaningful cause, is a super-powerful way for brands to show they care. For instance during the FIFA World Cup in July 2014, Brazilian publisher Lote 42 offered customers a 10% discount for every goal scored against the national team during the soccer championship. After Brazil lost 7-1 to Germany, customers were offered a 70% discount for 24 hours, catapulting the brand to national attention.

All these trends are important ones for us to be mindful of in order to make more lasting impact for brands we manage. The more we harness the influences of trends, the better chances we have of being on the pulse of the target at all times.

References;TrendWatching.comSpringwise.com