Trends are like snitches in our world of advertising. They’re tough to spot and tougher to catch. But they sure help you win the game.
There are plenty of websites that you can subscribe to that send you latest trends from across the globe. (trendspotting trendhunter trendrr) There are plenty of advertising pundits too who spew trends at the speed of light.
I write about this today because I see that ‘trends’ and ‘insights’ are often abused. There is almost an angry rush to catch the trend or an insight for every piece of communication we do. And judging by the number of ads released in the market every day, our planners must be spewing insights by the hour
So I pose a question now – are trends simply observations of existing advertising?
Trend: ‘people are exploring their roots and being Indian is now cool’
Support: This trend could come from the observation that sanskrit language insititutes are seeing a rise in registrations, comparable to alliance francaise.
Now I can live with that. I can.
But I don’t see how trend-specialists can analyze existing advertising and pick trends from there.
Trend by trend-spewing ad-guru: ‘people are exploring their roots and being Indian is now cool’
Support by trend-spewing ad-guru: Fundamint talks about ‘being desi’.
You can’t observe an ad for fundamint and announce that being desi is a trend!
Why not? Because someone’s already thought of it and made an ad on it. Clearly you’re not spotting a trend then. You’re simply picking a trend in advertising. You’re no guru, I should think. Anyone can comment on the great work others do, doesn’t make you great strategist. Makes you a reporter.
Should a trend not come from observations made of the world which don’t include our own projection of it (advertising)? Or should we include advertising themes as part of social culture? But then it’s one big loop of a mess no?