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Another new year is coming - It's called 2013!

With this name, are we going to have more bad luck?

There comes that time when you only see publications about trends for the new year.

And what are they?

(Do we really want to go there?)

It's just that today we already have them for all desires and needs.

Same for all sizes and colors.

Some manage to be distributed and there are still months left before they start to take effect (the new year).

The trends of the trends

Perhaps it would be more interesting to talk about the trend of trends rather than about some of them.

Sure, there are serious trends. And yes, they are produced objectively and scientifically.

But does the expiry date of some reach the time when they should be useful?

And who makes them, when something happens (as was the case with the pandemic), reviews the results adapting them to the new scenarios?

There are few cases where this happens.

It is the issue, in many cases, in which content is produced to be offered in exchange for a "lead".

How many add value?

Trends of various themes

At this point, in a folder here on the computer, at least twenty documents with different trends are already gathered.

And digital-related documents are always in greater numbers.

Not because they are more sought after, but maybe because everyone always has something to say about it. Even if it's more of the same.

It is true that it is a topic that is relevant to everyone who moves in this area. More and more potential and current customers spend their day with their eyes on a screen.

The time spent online already averages almost 6H and 30m per day, even in Portugal.

To which can be added the "streaming" and viewings. Which means that, in order to be in contact with our audiences, it is essential to have online content, in its most varied forms. To be producers and curators of topics that are relevant to brands, namely UGC (User Generated Content).

Are we going to continue with erratic trends?

And with increasingly erratic behavior, consumers (or people) continue to drive and force permanent change in many businesses. How?

That is perhaps a topic for another publication, but between: the increasingly systematic adoption of digital solutions; changing behaviors due to situations experienced during the pandemic; the adoption of concepts such as: sustainability, environment, inclusiveness, etc. - and its adoption in their way of life; the conclusion that we need more work-life balance; and so many other topics that have led to (sometimes radical) changes in the way consumers deal with companies and brands, the inclusion of digital is a "must".

More demand, different means, recognition of the responsibility of organizations on this planet, force many changes.

But for the year ahead, and which will also bring the "13" stigma with it, will these be the events that are most relevant for companies, brands and products?

Couldn't the internal and external scenarios be relevant to address next year's uncertainty?

And what trend for trends in the market?

The themes, with the scenarios that we may have to face this year, are perhaps a little more diversified.

Especially because they may require organizations to keep a closer watch on everything that goes on around them (whether locally, at the territorial level and in other markets).

Both in terms of operations and behavior, as well as the entire economic context, or even the continuation of the evolution of the supply chain situation.

There are many trends, but the analyzes end up focusing on more prosaic issues such as proximity issues.

Although Marketing is vital to assess the circumstances and implications of some of these developments, there will also be circumstances that will have a relevant impact, in addition to the aforementioned macro ones.

One of these is related to the behavior of consumers locally in view of the scenarios that are presented and the extreme volatility, and possible changes in behavior.

What are the most reliable sources?

Some of these studies are serious and relevant to most companies' activities. Whether they are aimed at companies (B2B) or at the end consumer (B2C).

Just to name a few, GWI, EuroMonitor International, Kantar, Wunderman Thompson or Brandwatch (and even Meta, Microsoft or LInkedIn), produce substantiated analyses, and in some cases are reviewed or carried out detailed analyzes on some topics.

Just look for the information that can be most useful for each market or segment (niche).

You can even find some more relevant information by regions or even countries.

We must broaden the scope and surveillance...

Despite the initial sarcasm in this post, in fact it is fundamental to analyze and monitor the evolution of the behavior of some variables usually, with a year full of uncertainties at all levels, and even with differences between territories, this year this monitoring is more relevant and necessarily more comprehensive.

In terms of purchasing behavior, the economy, lifestyles, responding to the needs expressed by different types of consumers, these are all areas where, more than ever, we must invest our attention.

If you need help, don't worry, we're here for that.

Carrying out studies and analyzes tailored to different needs.

Just get in touch!

And if we don't talk sooner, see you next year! Happy new year!

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