This week, we also have two fun things added to the mix. 1) Friend of the letter and CPG expert Fred Hart joined us to discuss what he saw at Expo West and what brands should be thinking about 2) Kirsten gives us an awesome insight-packed take on what she saw at SxSW. Takeaway-heavy this week!

As always, this pod dives into the biggest trends, shifts, and brands.

THIS WEEK’S PODCAST EPISODE:

* TikTok commands single-minded audiences. Your content should match.

* Brands at trade shows are misbehaving—and standing out because of it.

* The no-spritz summer is coming. Booze brands, who’s ready to take the crown?

* Luxury fine dining is wooing toddlers. They aren’t alone.

* Experiential retail isn’t a trend—it’s an arms race.

* AI is changing shopping. Most brands aren’t ready, but they could be.

* Running is in. Outdoor? Not so much.

* Injectables are the new manicure. And it’s changing what we like.

* The fake jewelry economy is booming.

* SxSW had some winners. And some losers. And a deep desire for connection.

Enjoy!

What we get into:

CULTURE

01:02 — ONE TRACK MIND // TikTok rewards brands that niche down. We dive into why hyper-specialized content is winning.

DRUGS & BOOZE

05:28 — THE NO-SPRITZ SUMMER // Aperol Spritz dominated for years, but now tariffs and shifting trends could open the door for a new “drink of the summer.” Who’s positioned to take over?

SILVERS, ALPHAS & ZS

08:23 — FINE DINING FOR BABES // Per Se is inviting kids. And they aren’t alone. Lamborgini partners with Silver Cross on a super high-end stroller. We discuss why brands are all in on kids.

RETAIL

12:25 — EXPERIENCE OVERDRIVE // Creating immersive experiences isn’t just a trend—it’s table stakes. And the stakes are getting higher. Full list of examples here.

F&B

13:33 — BIG BUTTS ATTRACT CROWDS // We chat with Fred Hart about everything Expo West. Including 80g protein-infused pasta sauce to probiotic sodas, to viral line-inducing pink puffy bags, to giant butts and an industry is obsessed with “healthy” versions of indulgences.

TECH

26:22 — AI IS CHANGING BEHAVIORS // Google's new AI-powered vision match will change how people shop. And AI search behavior already is. The question is: are brands ready? They could be.

SPORT

29:45 — RUNNING IN, OUTDOOR OUT // Running is booming, while outdoor brands are struggling. Why? Price, accessibility, and culture. But there’s one safe haven.

WELLNESS & BEAUTY

32:59 — SEXY INJECTIONS // Botox and injectables, in general, are no longer taboo. The needle is officially mainstream. And impacting brands.

TRAVEL

36:36 — THE FAKE RING ECONOMY // Travelers are buying dupes of their engagement rings. Smart brands are catching on by reading the comment section.

FUN FOR THE WEEK

41:55 — SxSW TAKEWAY BONANZA // Kirsten did us a solid and went to Austin for the weekend. She shares insights into what everyone was talking about at SxSW. But more importantly, she shares what to takeway from it all. Plus some fun activations and some that made us question things *cough: Amazon*.

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.

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