Sweathead, A Strategy Podcast 2025 Trends And The Problem With Trend Reports - Lee Ci En and Amy Daroukakis
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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.
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Lee's Documentary
- Lee Ci En was recently featured in a Singaporean documentary about her life with dwarfism.
- The documentary explored her journey, hopes, and challenges.
Culture Connectors Report
- Amy Daroukakis is launching a collaborative trend report called "The Culture Connectors."
- This report gathers diverse global perspectives, addressing topics like disabilities, place, and grief.
Trend Folder Origins
- The annual trend folder started as a way to democratize trend insights for strategists lacking access to expensive subscriptions.
- It has grown into a collaborative project, involving workshops with creators and brands.