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The Wednesday Journal of Cultural Insights.
Looking back, 2024 was a record year for me in delivering trend talks— all sessions centered on CMF trends (color, material, finish)
Here are my five learnings:
Audiences are increasingly saturated. While Macro and Micro Trends provide a wealth of necessary information, CMF tends to be a lighter, more digestible topic. This is our current zeitgeist: brands ask for Macro & Micro Trends, and festivals and trade shows go better with lighter content (CMF).
CMF trends (color, material, finish) still need to be explained, but they are coming strong.
Screen-based presentations alone can lose their appeal. However, combining them with sessions like our Neo Materiality program significantly boosts engagement, bringing more joy. People love to see and touch the information translated in a tactile session, even briefly. I also observe that more brands are inclined to offer that combined session now; the anchoring is deeper, and the experience is more memorable.
Audience members are sharing less on social platforms during or after sessions. While I understand, it’s something to get used to and a bit of a pity. It’s not immediate anymore during the event, but you can expect content to be uploaded a day or one week later.
Getting people to attend has become more complex, even when international top speakers are featured. Free entry often results in many no-shows, which impacts the energy and dynamics of the event. I expect festivals and congresses to be shorter or change the dynamics of presenting one speaker after the other.
Smaller audiences bring a different level of energy to the room. Q&As work better in smaller settings and allow for some interaction that adds to the talk. Smaller audiences feel more compelled to interact, ask questions, and share observations. If I facilitate a brief Trendsperience® session (talk+interactive round), the maximum is 50 pax. A reduced audience brings more quality and helps a brand engage better. If the Trendperience® session is a one-day masterclass, my sweet spot is 12 pax.
What is your experience? Would you like to add insights as a speaker or attendee? I’d love to know:)
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