Trends are often mistaken as novelty, not real ideas
If we are
700 of the brightest, smartest, most talented and focused people in the industry today
Opportunity for TRG
We need to
Be thought leaders
Get everyone involved
Eliminate duplicate efforts on research and trends
Contemporize the agency
“ Companies that ride the currents succeed; those that swim against them usually struggle. Identifying these currents and developing strategies to navigate them is vital.” - Ian David, McKinsey & Company
That’s where you come in
Look for more than “trends”
Connect the dots
Be a culture expert
Make ideas actionable
“ You can find inspiration in everything and if you can’t you are not looking.” - Paul Smith
We offer human interpretation
A new way to look at trends
A Connections Lab
- build cultural context
Consumer confidence (economic environment)
Conversation of the month (Trend Report)
What events and news are contributing to the American psyche?
What cultural context is a brand strategy going to be operating within?
What opportunities are there to be forward-thinking and proactive with cultural movements?
What conversations can you facilitate with the client?
Culture Snack April ‘08
But it’s a free society
And everything is green
Hello consumer community
Help me with stress
Small, bite-sized bits of media
Thanks Google and YouTube
What about the Resource Library?
The trend lab does not replace the Resource Library
You know more of what you’re looking for vs. discovering something you didn’t think of
Same thing with Iconoculture
As planners, we should bring something to the table, instead of relying on them to be the information source