How To Apply Macro Trends To Your Own Career or Company

By | January 11, 2012

I’ve been a fan of “trendwatching” for a long time. For example, check out their “12 Crucial Consumer Trends for 2012” here.

Of most immediate significance to marketers would be the last paragraph of the landing page. This section offers readers – and marketers – four ways to apply consumer trends. In other words, here’s the lens marketers and fundraisers need to filter macro trends into on-the-job action.

Consider how the trend can:

1. Influence or shape your company’s vision.
2. Inspire a new business concept, an entirely new venture, or a new brand.
3. Add a new product, service or experience for a certain customer segment.
4. Speak the language of those consumers already ‘living’ a trend.

To refine our individual efforts even further, trendwatching offers “15 Trend Tips” that specify practical, contextual ways to use trends data to shape your own marketing program.

My favorite strategy? Don’t worry about timing or life cycles or regional suitability or [any confining feature] … Simply look at trends as opportunities, not threats.

How else can marketers integrate macro trends into every day situations? How about working trends data into the conversation at professional gatherings or planting predictions as a fertile seed in brainstorming with colleagues?

Personally, I’m drawn to the potential of trend No. 6 on the 2012 list — aiming at the “bottom of the urban pyramid.” This vantage point envisions the under-tapped potential of “hundreds of millions of lower-income CITYSUMERS” who represent a new market for many products and services. Make this one work and 2012 could trend to the terrific.

Happy New Year!

Share this post