Matilda Andersson, managing director of Truth Consulting, suggests that marketers follow a new trend… of ignoring trends. Here’s why.
Another year, another round of trend reports. By the end of 2024, I found myself swimming in them – macro trends, micro-trends, and everything in between. Each year, the volume grows, adding to our cognitive clutter. Yet, for all the energy spent producing trends, it’s fair to ask: Are brands actually getting better at adapting to change?
The truth is, while the number of trends has exponentially grown, brands’ ability to act on change hasn’t kept pace. Innovation pipelines have slowed to a crawl, and the need for rebranding is evident everywhere we look. In a world shaped by constant shocks—pandemics, economic uncertainty, and geopolitical shifts, the need for effective planning is more urgent than ever. But are trends the right tool for the job?
The trend industry explosion
Trends agencies like The Futures Factory, …