To unlock the full potential of trends, you need to apply them to your category and brand. You must make them your own. Start by defining which trends show the most potential for your brand, and then engage with your target audience to get their perspective on the shifts in expectations this brings.
Trend reports offer a variety of expressions of how trends are coming to life in different industries. This inspiration will help you ideate on the ‘problems to solve’ that emerge from the application stage. Reframing the problem and tailoring it to your reality sets you up for success in ideation sessions. This is where the value will truly come to life for your stakeholders; actionable propositions you can further explore and take forward.
Take the example of ‘Ever-Evolving Script’, a trend from the 2023 report, reflecting the re-evaluation when it comes to traditional milestones and life moments such as education, marriage and family planning. Recognising that our needs and lives are evolving, we're finding ways to feel comfortable with this constant change. How could this change journeys in the financial services industry? What are the implications to services that commercialise ‘family plans’? What types of different celebration moments occur that can inspire new ideas?
Trend-driven innovation is a powerful tool in your innovation arsenal, alongside insight-driven and R&D-driven efforts. But to find your way in this maze of new trends and inspirations, you need to play a game of PAC-man. Prioritise, Apply, and Create to where it takes your organisation.