Sweathead, A Strategy Podcast
2025 Trends And The Problem With Trend Reports - Lee Ci En and Amy Daroukakis
Feb 3, 2025
Lee Ci En, a Media Strategist at Publicis Groupe in Singapore, is known for her trend expertise and impactful documentaries. Joining her is Amy Daroukakis, Founder of Culture Concierge and trend report contributor. Together, they discuss seven crucial trends to watch and critique the trend report industry's shortcomings. They reveal how diverse voices can enrich trend analysis and the need for deeper cultural understanding. The conversation touches on the evolving landscape of social media and the significance of non-traditional relationships in today's world.
41:55
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Quick takeaways
- The trend folder initiative highlights the importance of diverse cultural insights in shaping a more inclusive understanding of global trends.
- A shift towards deeper interpersonal connections reflects a societal movement away from superficial online interactions, emphasizing emotional support in relationships.
Deep dives
The Annual Trend Folder and Its Impact
The annual trend folder, initiated in 2021, serves as a vital resource for strategists globally, providing democratized insights that are often inaccessible due to subscription barriers. Founders Lee and Amy emphasize its evolution into a collaborative effort, where contributors share unique cultural perspectives that enrich the overall narrative of trends. This initiative stems from a recognition of the limitations of traditional trend reports, which frequently lack a genuine sense of cultural grounding. As the trend folder gains traction, it actively shifts the focus toward underexplored voices and narratives from diverse regions, ensuring a more holistic understanding of global trends.
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