What’s a Trend Worth?

By Christine Born, December 11, 2015

What pops into your head when you hear “trend”? The food bar of the moment, the newest dessert presentation, the hottest social media tool? Sure, we all like to know what’s the latest and greatest, but that is not going to get you far or greatly differentiate this year’s event from last year’s. Trend spotting and successful adaptation require more than picking items from a top 10 list. Observation of the environment is an essential factor; identifying, researching and categorizing trends helps create visions that find their way into strategic meetings plans and should be part of any business program. Trends serve as launch pads for innovation. Here are eight broad-based, currently trending concepts affecting the way business—including meetings and meeting venues—are evolving. Consider how you might incorporate them into your programs.

Storytelling

People have told stories since the beginning of time to make sense of their experiences and the world. The “go local” movement reflects a trend toward authenticity, and the best stories tap into similar emotions. They can be as short as one sentence. They should incorporate the five senses. The best stories tap into our dreams and provide intimacy, empathy, passion, commitment and inspiration. They help us relate to others.

Enlightened Brands

Think of brands that hold a deeper meaning for you, that go beyond “something for everyone.” What is special? How do they make meaningful connections between their product and their customers? How can you borrow or imitate their success?

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