Spot the trend – how to see what’s next, before the rest

For example, Will Fisher, global head of partnerships at Tribe, talks about the three R’s when agreeing this process internally: “resource, reaction time and relevancy” as the foundations of a robust structure that ensures brands can move with agility when harnessing trends.

They were speaking alongside industry leaders from John Lewis & Partners, Malibu Rum and Golborne at the Pinterest roundtable held at The Drum Labs. The experts agree that early trendspotting encourages marketing agility and adaptability, giving brands a competitive edge in shaping the future – so how can marketers refine their trendspotting strategies and structures, for strategic decision-making that helps them stay ahead of the game?

Use wide-ranging data

Tuned-in marketers use a range of trustworthy data sources like insights from internal teams, social listening or data platforms to corroborate trend stories. “You want multiple data sources, whether they’re internal or external, that are telling you the same thing,” says Imogen Beri, head of social, John Lewis & Partners.

This need for a wide-ranging data lens has led Pinterest to evolve its trend-spotting methods. The platform’s annual Pinterest Predicts ‘not-yet-trending’ report combines search behavior with ‘curation’ signals like visual searches and Pin saves, revealing deeper consumer intent and engagement further down the funnel.

It’s the combination of both visual and search data that Pinterest calls its ‘magic formula’ - and it’s an approach which works for creating a long-term strategy. “Because they’re backed by annual insights, it’s a no-brainer to leverage that as a brand,” says Fisher.

Create the headspace for trendspotting

Early trendspotting is the hallmark of teams who have the space, autonomy and “time in their week to just think about these things,” says Beri, explaining how John Lewis has built a layer of ‘planned reactiveness’ into its annual content calendar and marketing strategy: “Because unless you’re creative by trade, it’s very hard to think of ideas in an allocated time slot. Getting people to go for walking meetings, or get out of the house, not being so rigid and structured, helps with that.”

Once the right people have been given that headspace, early trendspotting isn’t just about identifying what’s next; it’s about understanding how it aligns with the brand, its audience, and long-term goals.

For Malibu Rum’s senior brand manager, Laur Convery, this means using the drink’s feel-good brand values as a compass for early trend engagement. This approach included jumping on a recent social media craze for unusual taste pairings, “tapping into what our community was commenting on, because ultimately, it married up to ‘do whatever tastes good’.”

Break it down to make it your own

Marketers need to pick trends apart, to get more understanding and long-term applicability out of them. Deconstructing trends is powerful for brands, as it mirrors the behavior of consumers, says Pinterest’s global insights and trends lead, Sydney Stanback: “Our users are getting into all different aspects of these trends, and that’s why I think a lot of the trends don’t just apply to one single category.”

And that versatility can offer up unexpected opportunities. Even if a trend doesn’t seem immediately relevant to a brand, breaking it down and analyzing its components can reveal ways to align it with both the brand’s identity and the audience’s preferences.

Event planner Sarah Kay, co-founder and director at Golborne, says: “When we’re trying to take trends into an event environment [like the Pinterest Predicts Bow Stacking trend in 2024], we would think beyond the obvious of what it could be. Then we’re more likely to design something that’s unique, say for example, floor plans in the shape of a bow.”

Ultimately, in a world where consumer preferences evolve at breakneck speed, by leveraging data, making space for creativity, and staying flexible, marketers can stay relevant, resonant, and ready for what’s next. 

Want to explore the rest of our ‘Tomorrow’s Trends’ series? Read part one and part two now. To craft campaigns that set your brand apart in the coming year, check out Pinterest Predicts 2025.