P: For entrepreneurs constantly bombarded with trends
and fads, it is often challenging to filter one from the
other. What’s the best way to distinguish trends from fads?
L: The main difference is that fads come and go, whereas trends
evolve. Almost every trend I’ve spoken about comes from
somewhere, another trend or a megatrend, and it’s anchored in
needs. Everything we write about is anchored in these core
needs: status, convenience, safety and connection with individuals. They’re not changing, and trends evolve out of that,
whereas a fad just comes and goes and is based on novelty.
P: In the world of business where competitors
conveniently copy each other, how can brands or
companies become trendsetters rather than copycats?
L: There’s no shame in copying—it’s sort of like picking
up the ball and running farther with it, in a new context.
Another service we offer is an exciting look at some of the
things other people are doing. There’s no shame in seeing
that and being inspired by that because those people have
100 percent been inspired by somebody else.
If you are a spa brand and see a marketing campaign by a
local coffee shop, you can ask yourself, “Why do I like this
so much? Why does it resonate? How can I tweak this for my
own clientele?” A lot of people
think trend-based innovation is
really expensive, and one other
trend that’s interesting is called
“Politeness Pays,” and it’s about
re-introducing good manners into
communal areas of interaction.
P: Is there a particular global shift of consumer behavior
that you believe will impact the
spa or wellness industry the
most?
L: We have a trend about selfimprovement which touched on a
core need for peace of mind or more
efficient daily life. All the ways that
we could improve probably relates
P: Are there significant cultural
to that. We tell all of our clients
differences among these trends in
that every trend is relevant because
NEED TO KNOW MORE of the latest
different parts of the world?
they all stem from the core conconsumer trends? Visit trendwatching.com
L: We do see differences. What’s
sumer wants and values, the desire
to subscribe to its monthly free trend briefing
or avail of its annual trends report. Plus,
probably more surprising is the
for convenience, status, more concheck out its idea-generation tool called
amount of similarity among connection with strangers, and the
Consumer Trend Canvas to contextualize
sumers. We’ve always had spotters
ability to relax and rest. These are
trends in relations to your business and help
around the world, but this is the
the drivers of any of our trends.
you come up with innovations.
second year we had offices in Sao
In the context of “Post-demoPaulo, Singapore and Lagos. What’s
graphic Consumerism,” businesses
interesting is that the trend “Sympathetic Pricing” was first
need to be willing to tackle their own assumptions, say, “What
spotted in our Brazilian office, and since they shared it with
is it we’re assuming about our target audience or market?” I’m
us, we’ve been seeing a demand for it around the world. For
sure your industry is as guilty as any of having long-held ideas
instance, we’ve seen it in the Philippines. There’s considerable
about who uses your services and what they are like. Be prebehavior on a global level that’s massively impacted by mobile
pared to question, reimagine and even overturn the decades of
technology. n
assumptions you’ve made about your consumers.
With “Post-demographics Cons յ