Clothes, trends, fashion, accessories… I’m a creature of habit. I have my weekend beer, my before-bed reading, and a glass of water and coffee in the morning. I even have a habit for my Instagram, trying to post a new pic every few days. It’s not about likes, though getting a few does feel better than being noticed only by Mr. Zuckerberg’s algorithm. It’s more of a personal album.
But even with our little habits, we know everything can change in a morning. One day, a celebrity like Ariana Grande could grab a latte from an unknown coffee shop, and suddenly, that brand is trending worldwide. Or an athlete’s shoe could fall apart on the court, creating a wave of negative publicity for the brand almost instantly. Headlines come and go, but their impact on the market is immediate and powerful. A subtle product placement in a popular TV series—like a specific coffee cup—can generate millions of comments and become a massive wave of free publicity overnight.
This isn’t just about celebrities or coffee cups. It’s about the sheer velocity with which trends, news, and headlines hit the market.
Just look at what’s happened to entire industries. The plastic industry is being reshaped by documentaries and public figures promoting reusable alternatives. The egg and pork industries have been in and out of favor for years thanks to changing public opinions on health. Suddenly, skinny jeans are out, and baggy jeans are in, forcing clothing companies to completely rethink their production lines.
These trends are a force of nature, and no one is safe. FIAT was once known as “Fix It Again Tony,” but they reinvented their brand. Apple went from a niche player to a market dominator. These shifts don’t happen by accident. Companies that succeed are constantly adapting. But sometimes, things change faster than you can keep up. The beer industry, for instance, is now facing a new challenge from the rise of cannabis. The meat industry is facing similar pressure.
No one can perfectly predict how these changes will play out, but one thing is certain: they are happening right now. If a company reacts too late or in a dumb way, the consequences can be devastating. I’d rather see a company try and fail at adapting than slowly wait for a death by irrelevance.
This is where the game changes. You can’t just follow the trends; you have to see them coming. The good news is, you don’t have to navigate this chaos alone. You can partner with a team that has the tools to listen to the market in real time. We can help you capture, process, and interpret social media comments and online conversations to understand what’s happening in your industry.
Don’t just react to the headlines. Get ahead of them.