Small Talks, Big Topics:  Connecting in Conversation about Living, Working, Reflecting and Reinventing

Small Talks, Big Topics: Connecting in Conversation about Living, Working, Reflecting and Reinventing

Although we can’t predict the long-term effects of COVID-19 on our economy, our health, and our future, one thing has become clear: the pandemic is affecting women more adversely than other populations — socially, economically and emotionally. Women report feeling more overwhelmed than their male counterparts as a result of shouldering the responsibilities of childcare, higher incidences of job loss and a reduction in the amount of work they can do during COVID-19.

As we look at ways to support women during this time of uncertainty, staying connected plays a key role. Women often use emotion-focused coping — reaching out and talking with other women about the issues affecting them which allows for an emotional shift that relieves stress. We see and feel the amount of pressure this pandemic has brought to women and how it has disrupted those important connections that help foster general well-being.

Though many people report connecting with others more frequently online since the pandemic began, there is still room for real, candid conversations among professional women who are experiencing the pressures of this pandemic both “at work” and “at home”. What we need now are real discussions so women can feel supported by like-minded women going through similar challenges.

Being professional women and experiencing the pressures of this pandemic in all facets of our lives, we at Big Squirrel felt the need to create and launch “Small Talks, Big Topics”  — a new, intimate series of short-from, small-group, candid conversations with brilliant, diverse women about reflection and reinvention during times of uncertainty. Starting in September and continuing on a regular basis, each Small Talk will feature an expert sharing her experiences with us and with 3 guests who are also challenging the status-quo in their industry, in our culture as a whole, and in their professional and personal lives. The conversations that ensue are sure to be compelling and refreshingly frank.

Look for the recording of our next Small Talk, as we connect in conversation about living, working, reflecting and reinventing during this monumental time. To get notifications about recordings, please request to be added to our mailing list.

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Covid Trends

Covid Trends

Study People. Examine Brands. Explore Culture.

To help brands and clients stay connected with their consumers during a time of constant change, we’re keeping an eye on some of the culture we see influencing choice. When these relevant cultural topics are amplified, we see brands garnering greater interest and loyalty.

Don’t eat anything your great-grandmother wouldn’t recognize as food.”  – Michael Pollan, Author + journalist + food activist

Real Food Pride

We define “real food pride” as consumer desire to eat wholesome foods, to know where food comes from, and the pride that comes with sharing that knowledge with others. The Real Food movement has been around for a while, but the newly invigorated desire to share digitally during pandemic shutdown has given it a resurgence—especially, we’ve found, for baking bread! In this arena, brands can participate by educating consumers and providing knowledge in a way that makes it easy to share.

The secret of change is to focus all of your energy not on fighting the old, but on building the new.” —Socrates

The New Paradigm

The COVID-19 pandemic has transformed how we live, work, play and—most importantly for brands—how we buy. For example, REI and West Elm teamed up to create an outdoor home line to help people get safely outside during lockdowns. Right now, consumers are looking to brands for assurance and information on business practices as they relate to safety, integrity and good will. This can be done in a variety of digital ways, and brands that rely heavily on point-of-purchase will need to think about fresh ways to connect with consumers.

“Discard everything that does not spark joy.” —Marie Kondo

Simple Joy

Even before COVID-19 hit, people were looking for ways to simplify their lives and return to a more simplistic way of finding joy. Now in conjunction with The New Paradigm, people are trying to navigate this collective challenge by finding joy in the reimagination of fun. Marie Kondo, the decluttering guru, deployed videos in Japan during quarantine to help people take advantage of being stuck at home to find joy. With a focus on finding joy in the simple things, brands may need to look at their products and messaging through a new lens.

“Take your pleasure seriously.” —Charles Eames

Not-Guilty Pleasures

The change in pace and the alteration of our lives has resulted in a blurring of the places and times that people indulge in “guilty pleasures”. Indulgence can be had anytime, anywhere, and these pleasures are an important part of our new way of living. Now viewed as an essential component of self-care, guilty pleasures no longer carry the guilt they once had. Watching Tiger King in the middle of the day or eating two bowls of ice cream for breakfast are all acceptable behaviors as people navigate their days. The concept of indulgence is being redefined as as more people #quarantineandchill. For brands that operate in the category of indulgence, your time is now. For those that don’t, you must focus on ways to help people unwind and enjoy the moment despite the uncertainty of the future.

“You—and only you—are in charge of your destiny. No one else should tell you what you can do. Only you can decide that.” —Mark Cuban, Entrepreneur, Shark, NBA owner

Passionate Pursuits

People aren’t necessarily looking for experts, but rather brands and people with whom they can align with who will to guide and inspire them to take action in the face of uncertainty. Specialty and craft brands open up the possibility for individuals to become their own “expert” in a sense and pursue their personal passions. MasterClass, celebrity-taught classes on a variety of topics, experienced surge in popularity during COVID-19. Brands must reconsider their role in providing opportunities for people to explore their interest and act on their values.

Want to learn more about staying connected with your consumer in current times?
Reach out to us!

Note to Brands: People Need Assurance, Not Reassurance

As steps are taken to emerge from the coronavirus shutdown, here are some tips for brands to prove their trustworthiness to consumers!

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Fear and Consumer Behavior

Fear and Consumer Behavior

Study People. Examine Brands. Explore Culture.

Fear and Consumer Behavior

Marketing to generational wants and needs is an ever-changing process, with trends emerging around every corner. Regardless of age, technology is no longer thought of as being a separate part of life—it IS life, so brands need to offer experiences that are The consumer space is shifting, and it’s happening faster than ever—especially in the face of recent events surrounding the novel coronavirus. It seems the only thing we can count on is constant change, whether there is a global pandemic or not. In this fast-paced world, brands need to stay in tune with more than just attitudes, values, and hopes of target audiences—they now need to focus on fears. Fear is such a powerful driver of consumer behavior that we need to fully understand it in order to meet the needs that arise from it. So far we’ve seen some major themes taking over in the new decade—and in recent weeks—and some key questions that brands must ask themselves as they explore these consumer fears.

Global Epidemics

Pandemics are as old as time itself, but in today’s age of information overload and world travel, fear of a global health outbreak, such as COVID-19, takes on a new urgency. People will look to—and demand—technological innovation in the healthcare and travel industries to protect them and keep them safe. And this even touches high fashion, with face masks becoming part of the recent Paris Fashion show. This demand for innovation for better personal health and protection spans from the world at large to inside the individual household. Even if a brand isn’t involved in healthcare or travel, brands can still share their understanding and support of world events and global epidemics that may be striking fear in the hearts of their consumers.

Key Question for Brands: How are you keeping on top of world events that may be affecting your consumers? How are you staying relevant in the lives of your consumer?

Centennials or Generation Z (Born 2000-2012)

The ethnically and racially diverse Gen Z has grown up with social media and have never lived a minute without mobile devices and technological connectivity. Like their Gen X parents, they care deeply about social responsibility and how brands meet their commitments to doing good in the world. Also known as “digital natives”, they are completely comfortable with digital interfaces in physical storefronts
Brand Tip: Begin to develop the highly personalized and targeted experiences this generation expects.

Family Health

While we certainly want to keep our families safe from global epidemics, consumers are also looking for options to help assuage their day-to-day fears of bringing toxins or other harmful chemicals into their households. We’ve seen a rise in organic cleaning suppliesorganic mattress companies, no VOC interior paint options, packaging in glass or stainless steel instead of plastics, and so forth. These shifts are driven in part by consumer demands for healthy options and in part by rising sustainability concerns. 

Key Question for Brands: If you are producing products, are you being honest about what’s in them? How can you support and inform your consumer to make better choices?

Climate Change

The majority of U.S. adults feel that climate change is the most important issue in today’s world and have deep-seated fears about the future of the planet. This has a wide-reaching effect on how brands present not only their values and beliefs, but their products. We see more and more companies moving toward recyclable packaging, sustainable manufacturing and reducing use of plastics. Many consumers are demanding that brands lower their carbon footprint on all fronts in response to fear of environmental impacts, and our future.

Key Question for Brands: What is your brand’s impact on the environment? What is your footprint and how are you communicating it?


Whether you believe in climate change or not, polarization itself is causing worry among consumers. From our government parties, to interest groups, many consumers are looking for ways to make their individual voices heard—and loudly—creating vastly different opinions on everything from the environment, to politics, to world issues. There is a fear that this polarization will lead to an inability of leaders to take action. Because of this fear of an inability to take action, consumers are looking to brands to amplify their individual power and are aligning with (and shopping) brands that share their personal philosophy. In a time when massive amounts of information are easy to come by, brands must have a clear mission in place, communicate it, and truly understand their target groups in order to drive messaging and garner alignment. 

Key Question for Brands: What is your philosophy and how can you better communicate it to your consumer?

Want to learn more about how consumer fear is impacting your business?
Reach out to us!

The Symbiotic Relationship Between Brands and Media

Check out our recent article on how brands can best capitalize on pop culture trends to stay relevant to consumers!

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Covid-19 Update

Covid-19 Update

As we’ve been watching the developments with COVID-19 around the world, we are thinking of those being most affected by the current health crisis. The disruption in all facets of life by this novel coronavirus is far-reaching and rapidly changing. We wanted to assure our clients and friends that, despite the disruption, we are still here for you, to brainstorm, to work or even just to chat. 

We’re open.
How fortunate we feel to be able to continue working at full capacity. Because we have always worked remotely, we have no trouble keeping our projects moving during shelter in place orders and travel bans. Our goal is to help you keep moving forward in the marketplace, and we will continue to support you to both start, maintain, field and complete any projects to meet your needs.

We’re virtual.
Following health directives from all levels, we are not traveling at this time. Luckily, we have a variety of different virtual tools in our toolbox that enable us to maintain the quality of our work and to get to the insights you need most. We can also set up virtual calls or meetings so we can still be face-to-face. In a time when we all might be feeling a bit isolated, we would love to connect and are here to help with whatever you need—from a call just to say hello, to a brainstorm on how to help your brand navigate what’s happening. 

We’re ready to help.
We are in an unprecedented time, but are working hard to keep abreast of relevant developments in culture, in the marketplace and in the industries of the brands and companies we serve. As of now, we are operating on all of our previously agreed upon schedules and, as things evolve, we will work together with you to optimize timing, planning and other aspects for any upcoming projects. 

To help mitigate the strain on those most affected, we are making contributions in our hometowns to benefit families in need at this time. Please consider visiting these resources and donating what you can: Feeding America and No Kid Hungry. To get the latest on the pandemic itself, the World Health Organization has the most up-to-date information, as well as the Center for Disease Control

Please take care of yourselves during this time and don’t hesitate to reach out if we can support you in any way.

All the best,
Kathryn + Linda

Innovation Matters: Five Kernels of Wisdom for Teams to Work Faster & Better

Innovation Matters: Five Kernels of Wisdom for Teams to Work Faster & Better

Study People. Examine Brands. Explore Culture.

Disruption is something we can count on, but are we able to innovate fast enough to keep up – or fast enough to future-proof against the inevitable disruption? The trick is in the teamwork, and building a team where nimble, creative functionality can thrive. Here are five things you can do to bolster your big ideas and ensure continual creativity in your organization:

Look at the Big Picture

If your innovation team is just playing defense and responding to disruption in the marketplace, you are operating in a reactive environment and lacking the space need for creative thought. By being proactive and providing the space for innovation, not only can you future-proof your brand or product – you could even surprise the marketplace by being the one to set the standard for what’s trending and what to anticipate. When innovation is given the space to transform, you can go beyond mere incremental response and move into a space of complete disruption.

Hire Innovators

What kind of people have the ability to zoom out, look at the big picture and apply creativity for trend- setting innovation? Passionate people with diverse viewpoints! When your team is comprised of individuals with a wide range of experience and multiple points of view – who are all deeply engaged with your company offerings – you create an environment ripe for innovation to flourish. Allow these passion-powered people to play a role in setting the pulse for your company. Give space to make this creativity part of the company culture. Make participation in constant innovation the norm, so you can keep a finger on the pulse – both current and future – of your key audiences and targets.

Create Innovation Structures

Structured innovation sounds counter-intuitive, but structure can help us measure against our goals. Having an innovation structure in place can also give teams the time and space they need to innovate and the information they need to change course if progress is lagging. One effective way to structure team innovation is through agile “work sprints”. Teams identify a problem to solve, break it down and assign responsibilities. They then set a very limited time frame to accomplish a specific goal. The team members then gather to present their solutions and share ideas. All stakeholders evaluate progress, suggest refinements and develop the next goal. Using a structured approach to innovation can drive creativity, ownership and boost innovation success rates.

Look at Leadership

Effective innovation leadership has the ability to unite multiple teams across diverse company departments. They create alignment in company vision, goals and responses to disruption across various groups – investment to R&D to marketing – so workflows can be streamlined and visions are paralleled. Hire and promote great innovation leaders that allow space for creativity — including mistakes, as this is sometimes the genesis of the most forward-thinking ideas.

Look at Individuals

Individuals need space to flourish, and they also need incentive and support to continue innovating. Because creativity can make people vulnerable, you must make your team members feel protected and supported. One great way to achieve this is with a “no idea is a bad idea” mindset. Structuring formal incentive programs also never hurts to motivate individuals. These incentives could be anything from new, exciting spaces to work, internal company awards, trips, etc. Any recognition for innovative thinking will be a good motivator to keep the ideas coming.

Check out our Field Guide to Innovative Thinkingto help your team crack the nut!

Case Study: Ice Cream Meets Art

How does one craft ice cream company stand out?
Download the case study to find out how we worked with a brand to relaunch and encourage consumers to #cravetheunexpected!

Marketing to the Generations: Answering Unique Wants and Needs

Marketing to the Generations: Answering Unique Wants and Needs

Study People. Examine Brands. Explore Culture.

Marketing to generational wants and needs is an ever-changing process, with trends emerging around every corner. Regardless of age, technology is no longer thought of as being a separate part of life—it IS life, so brands need to offer experiences that are seamlessly integrated between platforms, content and product offerings. How this is done varies across life stages, as attitudes towards retail vary. 

Generation Alpha (2012-now)

Probably the least talked about generation is comprised of those who aren’t “consuming” anything on their own quite yet, but we can be sure of one thing: they will. These young children, many just now entering school, are anticipated to be the most digitally immersed and the most wealthy of all the generations. Technology will be a way of life for them in a way that even Millennials and Gen Z won’t understand, and brands will need to adapt to both the spending power and the technologically driven mindset of those growing up in a fully “connected” world.
Brand Tip: Plan now for the spending power of this group as they approach more autonomy.

Centennials or Generation Z (Born 2000-2012)

The ethnically and racially diverse Gen Z has grown up with social media and have never lived a minute without mobile devices and technological connectivity. Like their Gen X parents, they care deeply about social responsibility and how brands meet their commitments to doing good in the world. Also known as “digital natives”, they are completely comfortable with digital interfaces in physical storefronts
Brand Tip: Begin to develop the highly personalized and targeted experiences this generation expects.

Millennials or Generation Y (Born 1980-1999)

Want to use emerging technologies to support and promote your brand? This approach will resonate with the millennial crowd. Their openness to technology—and lack of need for human interaction—is a trend that is driving change across the entire shopping landscape. Like no generation before them, the Millennials have overturned the way brands do business. And like predictions surrounding their Generation Alpha children, they will embrace new technology right as it emerges.
Brand Tip: Have your eye on the trends and future of tech at all times.

Generation X (Born 1965-1979)

There was a significant time in the lives of most Generation Xers when they weren’t bombarded with all things digital, but it’s been around long enough to be part of everyday activities for them. This means this powerful generation responds to both digital and traditional marketing. Currently at their maximum money-earning potential, this group exhibits an extremely high level of brand loyalty, while also valuing authentic interactions and looking for brands that can speak their language.
Brand Tip: Focus on uncovering what resonates and will resonate with this generation to maintain loyalty for the future.

Baby Boomers (Born 1946-1964)

Boomers are entering retirement age at a rapid rate, in fact, each day 10,000 Baby Boomers turn 65 in the United States alone. Their lifestyle and spending habits are changing so quickly that brands need to be nimble to keep up with this market segment. The industry must meet this large generation where they are headed in order to keep them spending. Marketing that addresses challenges like increased health concerns and fixed income requirements should be deftly balanced with the group’s overall desire to stay active and engaged. 
Brand Tip: Be nimble as you anticipate the needs of this generation, and changing spending habits.

Trends & Predictions for the Female Shopper

Trends & Predictions for the Female Shopper

Study People. Examine Brands. Explore Culture.

What women want matters to your brand, no matter the arena or category. Through our brand research work we’ve found this premise rings true, year after year, and 2019 is no different. Join us as we delve into the power of the female retail shopper, tracking trends and making predictions that matter for your business. Here is a quick look at some of the top areas we think will be influenced by your target audience in the coming year.

Impact of the Trust Economy

With so much mistrust in the world today (fake news!), consumers are demanding transparency. This means when they make a purchase, they want to understand where it came from and how it was made. We will continue to see this demand grow in 2019, especially among female shoppers who have been shown to value trustworthiness in brands. Their decision-making input is coming more and more from online reviews, social media, and online “experts” and advocates, as distrust of governmental, traditional and large corporate institutions grows. Some smart brands have embraced transparency, making sure they have publicity surrounding sourcing, manufacturing and all other details of getting their product ready to sale.

Emphasis on Social Responsibility

According to the 2018 Porter Novelli/Cone Purpose Premium Index, Americans prioritize companies that are responsible (86%), caring (85%), advocate for issues (81%), protect the environment (79%) and give back to important causes (73%). Companies trying to reach women, a population shown to have more affinity for social responsibility themes, will continue to align with initiatives that reflect women’s values and that positively impact their brand reputation.

Focus on Product Sustainability

In the face of increased global climate change, rising populations and dwindling resources, many shoppers are choosing social responsibility and are interested in buying products that show environmental commitment. It’s clear that brands are taking note of this trend with more and more business trying to attain B Corp designation and the rise in brands taking a stand for environmental causes (think Patagonia). A shift toward sustainability, and the marketing surrounding this shift, could be the key factor that lures a buyer into the realm of elusive brand loyalty.

Increased Demand for Personalization

Consumers expect their needs to be met instantly in highly relevant ways. Personalized experiences, both online and in store, will become more important. Studies continue to show that thoughtful personalization builds trust and loyalty among consumers. This can mean everything from pertinent products being offered based on specific, individual shopping behavior to a seamless payment and shipping experience.

Seeking the Human Connection

Many people, including women shoppers, are starting to see the price of digital connectivity: lack of human contact. With all the ways that technology connects us and makes the shopping experience more convenient, fast and efficient, many still seek meaningful human interaction on some level. Brands would do well to note this need and create ways to spark real conversation and connection that doesn’t rely solely on technology.

The Rise of the Urban Baby

The Rise of the Urban Baby

Study People. Examine Brands. Explore Culture.

We’ve all seen it, dogs—and sometimes even other furry kinds of companions—in strollers, carseats, at the salon, dressed to impress… the rise of the “urban baby” is real! Sixty-eight percent of U.S. households, or about 85 million families, own a pet. Here is a quick look at some of the trends we’ve seen in retail and services as we continue to “humanize” our fuzziest family members.

Keeping Healthy

In a recent study, nearly 70% of dog owners said they would maintain spending on pet health regardless economic downturn. To put this statistic in perspective, spending on Mother’s Day declined by 10% when the economy slowed. Leading to the question: “is pet health more recession-proof than mothers?” And it’s true, we’ve seen more specialized healthcare services for pets, and hey – if you like your FitBit, now you can get one for your dog too, called a FitBark. Pet parents are also downloading nutrition and vet telemedicine apps to help maintain their best friends’ health.

Tech and the Pet

Speaking of apps, we’ve seen an unprecedented number of pet-related apps hit the downloads lately. Dig is a dog-person dating app, SpotOn is a Lyft-type service that enables safe travel with your fur baby including onboard comforts, Petchatz is a video skype app to let you connect with your home alone pet, among others. More than 40% of you pet owners are interested in installing pet monitoring cameras in your homes, or even a digital tracking device for your dog or cat to see where your best friend is headed at all times.

Getting Spoiled

Professional dog walking, professional pet photographers, professional pet bloggers… things that used to be hobbies or chores have gone mainstream to become careers, with high standards. Since we view our pets as family members, we hire professionals to make their lives better especially with our increasingly busy lives. Grooming is also a growing industry, with mobile spas, salons, all-natural products—and celebrities jumping on the bandwagon like Real Housewives’ Lisa Vanderpump’s dog spa and line of organic pet spa products.

The Furry Foodie

All-natural isn’t just about grooming products, with the rise of the “free-from” food movement traditional pet foods are slowly declining in sales, while pet parents start to opt for raw, fresh and organic, even vegan, diets for their fur children. In fact, 70 percent of us who follow a special diet put our pet on a special diet too, such as organic. Pet food is big business, with the global pet food market expected to be worth $98.81 billion by 2022. 

4 Exercises to Train Your Team to Solve Problems on Their Own

4 Exercises to Train Your Team to Solve Problems on Their Own

No senior staff member wants to hold the hands of his or her team. When team members can solve problems on their own, they can fulfill customer needs on the fly, keep customers happy, and maintain a smooth-running business. To foster creative problem solving and sharpen decision-making skills, you need to heavily invest in employee training. Employees need a strong sense of confidence to call shots without second-guessing themselves. Let your team know you’re on their side by supporting choices they make, no matter what. In addition, train your team using these four exercises to encourage independent problem solving:

1) Playing Card Mix-Up

This exercise requires teams with six to eight participants each and two decks of playing cards for each team. Mix the two decks per team at random. Each group must sort the decks without talking. Let the teams start sorting the decks however they wish. After a few minutes, instruct each team to sort the decks a different way. For example, if a team is sorting by suits, tell them to sort by number instead. The team that sorts the deck the desired way within a certain time frame has to share the methods it used to accomplish the task.

2) Create-Your-Own Activity

This exercise asks participants to design their own problem-solving activity. Instruct the participants to work in teams to design their own original problem-solving activity. Tell them to design an activity that would be appropriate for your organization. The activity cannot be something participants have heard of or done before. Teams have one hour to develop and present their activities, as well as to outline its key benefits. Ask each team how they communicated with one another and how they managed their time. As a bonus, this exercise can give you other ideas for future activities based on what the teams come up with.

3) Build a Balloon Tower

First, divide your employees into teams of three. Provide ten inflated balloons and four three-foot long strips of masking tape to each team. The object of the exercise is to build the tallest freestanding tower they can within ten minutes. Teams can break the balloons if they wish. Teams cannot use any additional materials. The winner can either be the team with the tallest tower or the team who completes the task first. Make this exercise more challenging with instructions such as no talking, each team member is only allowed to use one hand, or one team member who cannot touch materials and can only give directions.

4) The Escape Exercise

Encourage team problem solving and collaboration with this exercise. It requires one rope, one key, a lockable room, and five to 10 puzzles or clues depending on how long you want the game to take. The goal is to work together to escape a locked room within the time limit using the clues to find the hidden key. Hide the key and each clue around the room. This exercise requires everyone to work together to create a strategy, manage their time, and brainstorm what the clues could mean. It’s great for team building as well as creative problem solving.

At Big Squirrel, it’s our goal to help and equip teams to solve problems, think creatively and build consensus quickly. We’ve seen what happens when teams get stuck in the same habits– that’s why exercises like these are important. We hope this resource helps move your team in the direction of innovation and progress!

Download our Field Guide to Innovative Thinking 
to help your team 
think outside the nut!

3 Things to Think About Before Jumping on That Market Trend

3 Things to Think About Before Jumping on That Market Trend

New market trends seem to happen hourly in today’s competitive business atmosphere. Rivalry is fierce among the hundreds of thousands of new products and services that launched within the last year alone. What successful brands have in common is the amount of research they do before following or disregarding trends. To meet and exceed aggressive company goals while staying on top in the industry, you must weigh each trend’s pros and cons carefully.

Here are three things to think about before you get swept away by the momentum.

1) Will this trend help me achieve my goals?

When a new trend makes waves in your industry, don’t just automatically incorporate it into your business plan. Question your organization’s need for the new trend. Just because everyone else is jumping on the bandwagon does not mean the trend is right for you. To be an insightful, direct, and smart organization, you must have a clear brand destination. Consider what the trend could do for your company, if anything.

Decide whether the market trend is absolutely necessary for your company’s success. The more precisely you define your brand’s destination, the more accurately you can evaluate new trends to see if they will drive success. If the new trend does not help your company achieve your main intent and purpose, just say no. Taking the time to clarify your intent can prevent over-excitement about a new trend just because it’s bright and shiny. But trends that can help you achieve your brand destination more quickly? Those are worth further consideration.

2) Does research support this market trend?

It’s imperative to do your due diligence prior to adopting or disregarding a new market trend. Instantly adopting every new trend can run your brand into the ground. However, ignoring trends on principle gives competitors the opportunity to get ahead. Knowing which trends to drop and which to adopt requires adequate research on your part.

What qualifies as “adequate” depends upon the trend and your company. You need to focus on the big picture, but you must also dive deeply into if – and how – the trend would benefit your brand. Consumer studiesbrand examination, and competitor assessment reveal valuable insights and may all be necessary before reaching a decision to commit. You need to know what your consumers find valuable, what the benefit and drawbacks of the market trend, and whether its adoption would push you toward your company goals. Take the time to dive deep into the efficacy of the trend. Remember that gleaning constructive insights will take time.

3) Do the risks outweigh the benefits?

Finally, weigh the risks against the benefits of adopting the new trend. Implementing a new trend often brings a necessary amount of risk. After all, an unproven investment could jeopardize your company’s budget, bottom line, and stability. With patience and smart marketing, however, the benefits of incorporating some trends outweigh the risks. It is up to your team to analyze the trend and determine whether the investment will more likely than not deliver returns. Proper research and assessment of company goals can help you come to the ideal conclusion for your organization.

Why do big brands trust Big Squirrel?
We have a history of cracking some seriously tough nuts. The proof is in our case studies!