TREND FORECASTINGMacro Trends
WHAT & WHY
Macro trends identify consumer behaviors and what will drive their decisions in the next 5+ years so brands can deliver relevant products and messaging. This work is particularly helpful for companies with long development cycles or brands who are in the spotlight & need to get it right.
As the new Trend & Concept team, our role was to create a Macro Trend deck to inform the Creative Studio’s marketing campaigns and be shared to other teams – creative, marketing, product development, and innovation, to inspire their work.
BRAND
Starbucks
MY ROLE
Secondary trend research across a variety of industries
Lead collaboration sessions to identify macro trends and synthesize research into clear storytelling
Deck strategy and design
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Associate Creative Director & Trend Strategist: Josephine Kimberling
Trend Strategist: Emilie Bélis
Copywriter: Francesca Merlini
ABOUT THE WORKCHALLENGE
Our Trend & Concept team was new to the company as was creating and utilizing a Macro Trend deck. In addition, each team in the Creative Studio had different deliverables and briefs from the business teams.
GOAL
The goal for our new Trend & Concept team was to deliver a Macro Trend deck, approved through the highest levels of creative leadership, present it to the Creative Studio. In addition, teams were to utilize the information for our seasonal marketing campaigns so they were fresh, relevant, and aligned to the brand.
Our secondary goal was to build relationships with additional teams outside of the Creative Studio and provide trend information they may find helpful by sharing our Macro Trend deck with them.
RESULT
We developed our Macro Trend deck and presented it to the Creative Studio. It was utilized in building seasonal marketing campaigns.
Our Macro Trend deck was also presented company-wide by our team leader which helped us build relationships.
One example is that we helped unlock marketing messaging from solely relying on last years sales data, to combining it with our consumer trends & drivers to deliver to fresh, relevant and timely marketing campaign messaging.
The Work
Methodology
Without sharing our secret sauce, what I can tell you is that some of our research included global activities, changes in social behavior, and innovation from around the world to identify trends that would drive consumer behavior over the next 3-5 years.
Final Trend Report
Below are examples from our Macro Trend deck.
