By Eric Zeitoun
Though the term is widely overused, innovation is at the top of many CEO agendas. Consequently, CMOs, innovation officers and design directors are working hard to identify innovations that will shift consumer mindsets and behaviors, and yield sustainable value for their brands. And though most marketers and designers agree that innovation requires an ability to identify how trends shape attitudes and behaviors, many don’t know which trends to track and fail to understand how to integrate them into their innovation processes. // Truth be told, there are no right or wrong trends. But there are right or wrong frames of reference. For instance, there is a lot published and blogged about fads, which we refer to as micro trends (e.g. the pursuit of organic). But because they typically appear on the tail end of deep societal shifts (which we call macro trends), fads are often difficult to translate across industries or segments, and usually engender “me-too” strategies. Instead, what marketers need to understand are those deeper shifts, the macro trends impacting society.