1. Making sense of the noise
Here are just four ways you can leverage trends to help your brand see the marketplace clearly and move ahead on strategic and tactical fronts.
While it may sometimes seem that brands are continually chasing the “buzz” of current headlines and fads, marketers know that long-term planning and growth require a much different mindset. With so many headlines, stories, and statements emerging on a daily basis, it can be difficult to focus on concrete truths about society and consumers. With their grounding in a rich understanding of deeper social forces, true trends can help brands separate everyday “noise” from reliable insights and guidance.
Think of sustainability and environmental concern – during the height of the pandemic, many observers suggested that interest in “green” topics and activism might suffer. Who had time (or money) to prioritize the planet?
But Green Gauge – a long-term GfK Consumer Life study tracking consumers’ engagement with the environment – told a different story. Concerns and priorities we saw before 2020 remained quite healthy and persisted – particularly in comparison to other worries that experienced more volatility.
We saw similar confusion around the overall mood of US consumers. Numerous headlines have recently trumpeted the death of American optimism -- but reliable trends provided a more nuanced view. Consumers are more complicated today, and we know that you often cannot ascribe a single sentiment to the masses. GfK Consumer Life research found that good feelings about the economy and tech’s role in society had indeed declined sharply from 2008 to today; but consumers are more upbeat about the healthcare system, the country’s ability to get along with other nations, and other essential topics.