GOOD THINKING

Hi,This letter comes to you with an ultra-heavy heart. Kirsten, my business partner, is based in Venice (she’s ok), and I lived there for nearly a decade. We know these communities that have been destroyed, we have friends whose homes are gone. To all our LA-based readers, we are holding you in our hearts. I asked Kirsten if she wanted to do the podcast, and in typical fashion, she said yes. But before we dive in, I wanted to share some resources with you all.If you’re looking for information on how to help this Mutual Aid spreadsheet is being updated constantly. It includes resources for those who have had to evacuate, places to donate supplies, animal shelters, and more.Big shout out to brands like MUD/WTR, EveryTable, and others that are showing up for LA, offering space for evacuees and meals for those displaced. Hosts on Airbnb are also stepping up and offering free homestays. If you’re one of these hosts, kudos to you. Airbnb is covering the operating costs (Though they get an ‘F’ for how they communicated the program. This really could have been an opportunity for them to highlight their hosts, but they sadly missed the mark).But now onto the programming.We’re diving into the amazing gems in the ‘Big In 2025’ from Sunday’s letter. It’s a fun one despite everything. If you haven’t read this letter, it’s long but amazing. The list of experts who contributed is humbling. And always, this pod dives into the biggest trends, shifts, and brands of today.Love to you all,ChrisGOOD TAKES02:27 // OUT-SMARTING AI AS A SERVICE“What happens when an army of bots is unleashed? Humans retaliate. They build new bots to outwit the first. Daisy, that AI disguised as a clumsy grandmother, has already scammed the scammers. Here’s the key: if machines want to think, humans will teach them to think twice.” — Marie Dollé Marie is spot on. It’s happening already. SpringBoards’ AI is an AI made specifically for creatives and agencies. It deliberately looks for variety versus the typical singular AI answer. If bots want to do one thing, and we want to do another, we’ll make it so.As I said in my own 2025 predictions, I believe that ‘humanness’ is going to get a deeper look. 06:54 // THE YEAR OF THE AGENT“If 2024 was the year of AI, 2025 will be the year of the AI agent…It will redefine what we expect from technology, setting a new standard for productivity, efficiency, and ease.” — Danielle GreenbergI agree with Danielle, this evolution is coming in hot with examples like: AutoGPT, AgentGPT, and BabyAGI (pls connect me with any AI businesses and I’d love to fix the naming problem they all have.)NVIDIA announced at CES this week that it’s building hardware to make GPTs work even faster. The implications are huge. But it’s not just the tech that’s getting interesting, it’s the implementation. Klarna stopped hiring last year, replacing many roles with AI. But, rather than pocketing the profit, they are distributing it. Sharing the gains by raising the salaries. Employees are now incentivized to look for more AI efficiencies, rather than fighting change. This, my friends, is how you build AI leaders. 11:23 // BIOHACKING YOUR BOTOX“Peptides, peptides, peptides!… Some polypeptides used topically can mimic the effects of Botox. I expect to see a lot of ‘Argireline’ (acetyl hexapeptide-8) in our feeds.” — Jenny EvansJenny’s prediction is exciting because it points to a larger shift: bio-hacking your skincare. Rather than products like Botox, we’re seeing people trying to get their bodies to produce ‘the Botox’ themselves. Ultimately, I predict we’ll see med spas and new brands emerging to offer these bio-hacking injectables.16:10 // EREWHON → POLITICAL PLAYGROUND“What people choose to eat, where they shop for groceries, and the wellness practices they follow will be more politicized than ever.” — Ochuko Akpovbovbo Ochuko, unsurprisingly is on the money. With the rising conversation around MAHA (Make America Healthy Again), this prediction is a shoo-in. Many brands are going to find themselves wading into political waters—many without wanting to. Consequently, we’ll see a rise in brand values mattering again.PS. I laughed so hard learning that MAHA was actually a Sweetgreen tagline from 2016.21:38 // THE FASHION & SPORT LOVE AFFAIR LIVES ON“We're talking fashion brands that may have only been familiar to the fashion community stepping into the football arena which gave them great exposure while also making football clubs seem more attached to culture beyond sports. This is going to continue into bigger and more meaningful collaborations.” — BrandStrat, David SkillingDavid’s right, and it’s not just soccer (or football!). With the Winter Olympics being held in Italy this year, expect a lot of luxury fashion to enter the sport/fashion/ski arena too. Plan your activations now (I’m here, down the road from the Dolomites, and ready to help.)26:26 // BRANDS BEING BAD“More brands "misbehaving". Mixing traditional mediums with unconventional content will become even bigger in 2025 as more brands feel the urge to break the mold.” — Fred HartLove Fred’s take. And what will also be exciting is the variety of brand vibes/aesthetics we’ll see in 2025. In past years, many new brands have hopped on trend-trains. (Millennial pink, blanding, maximalist, etc). But in 2025, more founders and brands are getting that variety is the spice of life. Misbehaving brands, puritanical brands, bold brands, quiet brands, funny brands, silly brands, serious brands, we want them all. 29:49 // ALL-IN ON LOW-TECH“Analog and/or pared-down tech products will gain more interest… there's exhaustion around tech, speed, and constant information.” — Spencer FriedSpencer is hitting on something here. The #1 gifted item this year according to After School by Casey Lewis? Digital Cameras. And Hatch Alarm Clocks were also on everyone’s wishlist. I myself gifted Kirsten’s kids these FOTO FOTO recyclable disposable cameras. And they were a hit!33:32 // IS THE CLOCK TICKING ON TIKTOK?“Maybe we will stop scrolling TikTok on January 19th, 2025 with a ban enforced. But I can't imagine that happening at the moment. I'm also paying attention to pricing - how expensive products get and how customers react to price increases.” — Sarah Shapiro And finally, Sarah coming in with the question on every marketer’s lips right now: will TikTok get banned? My personal bet is no. And Rex Woodbury agrees so that has me even more confident. But only time will tell. Sarah’s also spot on that tariffs are going to be a bigger convo in 2025. Such a fun issue to dive in deeper to! Hope you give the full thing a read. And if you want all of my personal 2025 predictions, give this a listen (or read):If you prefer Apple, Spotify, or YouTube you can listen there too.That’s all, folx.-ChrisIf you read this and liked it, that little heart is there for that. The algo and I appreciate it.PS. If anyone knows anyone at Substack who can push through a feature that will disable auto-play on podcast videos, put me in touch. You’ll have a forever friend in me. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

Hello, And happy final email of the year!Welcome to the inaugural issue of GOOD YEAR: my predictions for the year ahead. A list of what brands should be watching in 2025.Unlike a typical issue, most of these links lead back to past GOOD THINKING issues so you can dive deeper into each topic. It’s a rabbit hole wonderland.Each prediction comes with a counter-prediction: the pendulum swing. These two realities will live simultaneously, sometimes appealing to the same consumer—it’s a wild and exciting time.In the podcast episode, we dive deep into each of these, unpacking them more. It’s not just a reading of the list but a guide to help you understand each prediction more. Let’s dive in!CULTURE TABOOS WILL BE TABOO // The great destigmatization is underway. Menopause, sobriety, and polyamory emerged from the shadows in 2024. In 2025, more will emerge from the shadows.* Male fertility is going to get its moment in the spotlight.* Silver sexuality will stop giving us the ick. Silver-focused lubes, sexy Silvers, etc. * Platonic parenting and solo parenting get normalized.* The childless-by-choice conversation will get bigger.* Promiscuity and hypersexuality replace twee, little bows.* Steroid use gets its cobwebs dusted off.The pendulum swing? It seems pretty clear that ‘traditional’ values have an in-road next year. Think: More trad wives, big broods, and marriages under 20.F&BBEST OVER BETTER-FOR-YOU // After 2-3 years of faux recession, people are over austerity measures. We’re entering decadence. This is under F&B but it will emerge across all categories.* Last week I said ‘Boom Boom’ was coming and I meant it. * More parties, more over-the-top cakes.* Brands with butlers for influencers.* Steak & Cocktail regaining their place as America’s favorite couple.* Ultra-luxe Sephora dupes and protein-maxing Erewhon-like stores. * Non-alc will focus less on ‘good for you’ and more on maximum enjoyment.The pendulum swing? Better-for-you continues, but it’s turned up to 10. Whole foods and food as medicine become a bigger conversation. The supplement backlash begins.DRUGS & BOOZEDRUG-INDUCED SOBRIETY // While it’s not immediately clear how this will affect brands, GLP-1’s use as an addiction recovery tool will, no doubt, have major ramifications. * Addiction centers, much like weight loss centers, struggle.* Non-alc surges. Spirits-alts and N/A beers primarily.* Hard drug use could rise—the morning-after pill for bad decisions is here.The pendulum swing? An increasing desire for indulgence and boundary-pushing will continue. More brands get ok smoking. Zyn use rises. Ayahuasca, shrooms, and microdosing LSD mainstream. Think: less adaptogens, more stimulants.SILVERSSILVER SPEND // Silvers finally get brands’ attention. And the perception of this demographic changes for good.* Retirement gets rebranded. ‘What new heights can I reach’ mentality grows.* Out with the ‘aged’ vibes.* Intergenerational living emerges as a trend to watch.* Silvers gyms emerge—lifting weights versus withering away is the energy.* Brands are forced to build Silver strategies and Alpha strategies.* Elder homes get overhauled. Out with the flower wallpaper, in with sleek and BrightWheel for elder homes.The pendulum swing?Old people will still be getting old. Despite them living longer and fuller lives than prior generations, there will be a bigger elderly population than ever. The changing face of healthcare will become a focus for a lot of unexpected brands.ALPHAS & ZSALPHA ZONE // Designated spaces and experiences for alpha will become more popular as brands begin to take an interest in this consumer.* Sephora lucked into being an ‘alpha zone’ but more brands will do it deliberately.* Pop-ups get timed for Alphas school breaks.* Alpha services, like Super Awesome, will expand.The pendulum swing?The backlash from parents towards brands ‘marketing’ to Alphas continues. Brands will have to find a balance and a messaging strategy that works. RETAILRETAIL REDEFINED // AI agents and shopping directly on AI platforms will redefine the purpose of stores, including e-comm.* Experiential moves in-store. * Retail residencies with Substackers / influencers providing styling become a thing.* Substackers and creators set up their own pop-ups.* E-comm sites will become Substack-like. Their purpose will no longer be selling.* Curation of like-minded brands on a brand’s site will become commonplace.The pendulum swing?The rise of not shopping. The under-consumption trend grows.TECHAI SEARCH WILL MAINSTREAM // Early adopters have already moved away from traditional search. In the next year, ‘old search’ will feel like a flip-phone mentality.* Consumers will start building their own GPTs trained on their tastes and preferences. * Brands will have writers on staff again. Not ‘brand copywriters’, but ‘niche journalists.’* Conversational search becomes the norm. ‘Does a white dress for a woman will big boobs, who doesn’t want to look like a prairie bride exist for under $250’ will be the style of search we get used to.* Personalized search/offerings become table-stakes.The pendulum swing?A deep desire for human experiences grows. Raves, in-person gatherings, and sharing a human perspective will be prized. Talking on the phone—gasp—might make a comeback. Human intuition will be praised. And we get clearer on what the value of being human truly is.SPORTEXTREME SPORTS // Sports takes over retail as the most ‘experiential’ vertical. And the cross-pollination of sports, food, fashion, CPG, and wellness will continue.* ‘Sports Malls’ emerge. Shop, play, stay.* Sports tourism booms. * Sports experiences in every sport and every city.* Premium and unusual locations for more sports increase.The pendulum swing?Sport in solitude. Aligned with the evidence that alone time is a critical component of mental health, solo and solitary sports gain popularity. Solo ping pong. Solo hikes. Swimming in remote locations. Silent walks/runs. Think: personal bests over leaderboards.WELLNESS & BEAUTYENHANCED LOOK // Everything is getting a second look. Clean beauty, chemicals, food, healthcare—everything. Consumers are getting more savvy and have PhD-level research capacity at their fingertips.* Consumers take a closer look at active ingredients.* ‘Clean’ is out. The supplement and ingredient ‘purity’ conversation explodes.* Enhancements get an enhancement. Filler is out. Mini arm lifts and stealth facelifts are in. * Ultra-processed foods and food additives get more government oversight.* Healthcare gets an enhanced, yassified look. The pendulum swing?Woo-woo will remain and become more extreme. ‘High-vibrational’ will get a bigger look. Temascals and wellness experiences that connect mind, body, and soul will get bigger. Bathhouses will continue to surge in the US.TRAVELONE-STOP-SHOPS // People want more out of their travel. It’s no longer just about a ‘foodie’ trip, a ‘golf destination’ or ‘a spa holiday’. Multi-sensory, multi-faceted experiences will emerge.* Demand for one-stop-shop hospitality and wellness grows.* Concierge service will re-emerge bigger and better than ever. * Travel agents regain popularity.* Travel immersions take off. The pendulum swing?Happenstance travel. No plans. No lists. Pure discovery.FUN FOR THE YEAR* LONG HOLIDAYS // Black Friday, Back-to-School and Christmas/the holidays will continue to get drawn out into month-long affairs with many chapters.The pendulum swing? Private sales. Think ‘only for my subscribers’ deals.* PERFECT PARTNERS // Cross-category collaborations will continue. Picture collective ‘pop-ups’, cross-category advent calendars, etc.The pendulum swing? Collaboration fatigue gets louder.* PLAYGROUND MINDSET // Fun becomes a central strategy for many brands. More experiences. More cafes. More books. More brands hiring ‘show creators.’The pendulum swing? Ultra-conservative, borderline puritanical brands come out of the woodwork. After all, bibles are back.That’s all, folx.I can’t thank you enough for all the love, energy, and support you’ve given the letter this year. I started it with no expectations, but if I did have any secret ones, they were blown out of the water.If you feel like giving me a gift this year, give this a share. Drop any and all questions into the comments!I can’t wait to be back in 2025, bigger and better than year. I’ll be back in your inbox early January.Happy holidays and happy new year!-ChrisIf you read this and liked it, that little heart is there for that. The algo and I appreciate it. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

This week on the pod there are a lot of hot takes:* Advent calendar—the trend that hasn’t peaked.* Taco Bell’s theme park attraction photobooth, and why it’s clever* Spotify Wrapped: time to wrap it up?* Pinterest Predicts: love it and why it feels a bit different this year.* Liquid Death x Depend collab—Is this the start of something great for Depend?* AG-1’s airport vending machine is just the tip of this opportunityLINKSGOOD THINKING 46'Book calendars’Artist-made Christmas trees: this, this, and this.Tiny art vending machineTaco Bell's Drive-Thru photo booth and why.it's greatSpotify Wrapped memesPinterest PredictsLiquid Death x DependTSA’s social accountDiptyque's candleAG-1’s new airport vending machinesAway’s new campaign.ABOUTChris 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 SubstackIf you prefer Apple, Spotify, or YouTube you can listen there too. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

Morning,This week on the pod:* Holiday campaigns are emotional and human this year—more than usual?* The messy middle—where many brands are getting stuck and why.* Botox is now a beauty treatment and the overall reframing of healthcare that’s happening.* Why Amazon’s BoyRoom sponsorship is so genius—the explainer.* Eileen Fisher: Great brand, terrible fit for Gen-Z. And what would make more sense.As always, this pod dives into the biggest trends, shifts, and brands of today.Enjoy!-Chris00:45 // HOLIDAY CAMPAIGNS2024 Holiday campaigns are all in on emotion. And cinema. It feels like a shift from the last few years. I shared Apple’s tearjerker. But JD Sports’ take is also fascinating. The comment section on JD’s spanned the range from ‘love it, this is so real’ to ‘wow, you’re exploiting a terrible aspect of society. No doubt you know what side I fall on but we chat about what’s happening, what’s working and what’s the theme overall.Housekeeping. Other campaigns we mentioned: Volvo, Coperni & Ralph windows.10:04 // MESSY MIDDLEPeople aren’t buying middle-of-the-road products. We discuss why premium brands like Goodles and Sol De Janeiro are working. And how private-label is killing it. But everything that’s mid-range in between is suffering. People want value, we get into that.14:55 // BOTOX AS BEAUTYAnother letter and pod about how healthcare is going through a major facelift—a theme of 2024. Consumer perception has shifted rapidly in this space and it’s something to watch.17:00 // AMAZON x BOY ROOMAmazon is making big moves. We chat about the genius behind their Boy Room sponsorship (and give an explainer if you need one). And talk about their content moves like adding a spiritual channel called Ghia and a new show with Aubrey Plaza (of White Lotus).22:38 // EILEEN’S DREAMSAnd finally, you’ll hear us gush over Eileen Fisher. And then hear why we think they have it all wrong. Gen-Z’s apparent love of ‘slow fashion’ doesn’t make it make sense for EF to target them. But my favorite audience, Silvers, does.If you prefer Apple, Spotify, or YouTube you can listen there too.ABOUTChris 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 +15K 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 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

This week on the pod we did things a little differently—still experimenting to find the best value.More topics. More fun.* Walmart's wellness strategy and repositioning* Barbie-fication of movies* The gap between Gap’s great marketing and its experience* NueCo’s questionable claims* Why Louis Vuitton’s scaffolding trick feels new again* The enormous potential for Yeti and some potential pitfallsEnjoy!LINKSWalmart's stocking PoppiWalmart's earnings Wicked’s wicked packaging error r.e.m., launched Wicked sets.Starbucks' Glinda’s Pink Potion and Elphaba’s Cold Brew.LEGO Wicked line.Beis new product St. Pancras station Wicked Christmas tree.Liberty London Wicked windows.Premiere themesNue Co’s alcoholism claims.Louis Vuitton's scaffolding Yeti’s on a retail expansion spreeSEOULDetails on the Soeul trip can be found on our SubstackABOUTChris 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 +15K 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 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

This week we dive into two brands that gave me a smile during a dark hour. Calm and Slack.AdWeek's, Five Takeaways From Calm's Election Night Ad, T.L StanleyCalm's adSlack's notification This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

Rhode knows how to hack your feed. They are always a masterclass in marketing. And this London pop-up is a shining example. We get into why it's so good and what other brands can learn from it. LINKSRhode's London pop-upEpisode 40 of GOOD THINKING on Substack and TikTokABOUTChris 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 +15K 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 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

Bobbie, the formula brand, just released this ad with Molly Baz. It’s historic on all levels. We get into it.LinkedIn postTikTok of Good Thinking 39Chris 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 +15K 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 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

This week's pod is a double-header.We dive into the Starbucks x AG-1 collab. Who’s the biggest winner? And what both brands need to consider.We also couldn’t help but touch on the re-rise of specialty retail. Why is it making a comeback and where is it going?As always, this pod is casual. A chat between friends. Fun listening. Diving into the biggest trends, shifts, and brands of today.Still under 20mins.Links:“STARBUCKS IS OPTIMIZING -> Snaxshot // Starbucks has partnered with AG-1. You can now add a scoop of greens to a refresher or just get a shot in a glass of ice water. The latter is shocking. The last time Starbucks partnered so heavily with a brand may have been their ill-fated pastry partnership with La Boulange. While I think the ‘healthification’ of everything is losing steam, this is a big general audience AG-1 to gain.““THE RETURN OF SPECIALITY RETAIL -> Retail Diary // Steven Alan has returned to retail. Since closing his boutiques, Alan has been busy helping other brands, like Clare V grow, but now he’s back. Alan is an outstanding curator.  A curated lens is very much back. Taylor Lorenz as one example. ShopRat another. Big Night—the list goes on. Steven couldn’t be better for this moment. Having taste is the future.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com

This week on the podcast, we talked about LinkedIn’s favorite brouhaha of the week: The Burger King Ad. We discuss the recent controversy, a woman's right to choose—her food, get into empowerment vs. judgment in marketing, and what BK might have done a little differently. Enjoy!Relevant links:The Burger King adThe GrubHub adBobbie This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com