Trends…WTF: Ways to fathom or forget them
Not all trends are created equal - but how do you tell which ones matter and the role they should play in shaping your brand and marketing strategy? This session will be your go-to guide for making sense of the trend landscape, helping you navigate how to observe and stay close to trends for decision-making (from small to big).
Join Tom and Tosca, experts in consumer insight and cultural trends - most recently at adidas - as they share their front-line experience. Together with Kian from The People, they’ll unpack how to spot, interpret, and act on trends that align with your brand’s goals.
Expect a deep dive into
- What a trend actually is and how you tell them from fads and fairytales
- How data sources, time horizons and the type of trend should steer you towards certain actions
- Why cultural relevance is nice, but commercial effectiveness is better
Whether you're shaping campaigns or long-term strategy, this session will help you cut through the noise and focus on what truly moves the needle.
Tosca is a cultural insight and strategic foresight specialist at adidas and helps the brand to navigate change and stay ahead of emerging trends. She pairs her professional experience in the sportswear industry with an academic background in fashion marketing and brings a unique blend of creative and commercial thinking to her work. Focused on youth culture and societal shifts, Tosca translates complex trends into meaningful, strategic direction—helping the business understand where culture is heading and what it means for tomorrow’s decisions.
Tom is a strategic consumer insight leader with over a decade of experience shaping marketing, comms, and product strategies for global brands including adidas, P&G, and Unilever. With a sharp focus on youth culture, fashion, sport, and social intelligence, he combines bold creativity with data-driven thinking to help brands cut through the noise and spot opportunity in fast-moving, complex environments. A passionate advocate for marketing effectiveness, Tom aims to help guide world-class teams toward actions that drive meaningful, measurable growth.
Kian is the Founder of The People and Author of Marketing for Social Change. The People is a Gen-Z consultancy powered by a global community of young changemakers. He is listed as one of the Top 50 Future Leaders by the Financial Times. Kian is also an Advisor to UN Climate Change and a TEDx speaker. He regularly writes about Gen-Z marketing and social impact for Forbes CMO Network. Kian is deeply passionate about using the power of creativity for good.