Posted By Allison Logano on December 04, 2024
It’s getting cold outside and big puffer coats are officially taking the streets. Winter is here. And so is Tier One’s latest trend report, where our Agile Insights team dives into several emerging trends reshaping how we understand culture, business, and consumer behavior. Today, get the the TL;DR on three key trends:
1. No More Taboo Topics
Gen Z is leading the charge in breaking taboos around traditionally sensitive topics like personal finance, layoffs, and employment struggles. Platforms like TikTok are amplifying conversations around financial challenges, such as debt, budgeting, and mental health. This shift toward radical transparency extends into the workplace, where younger employees are more open about salary expectations and job dissatisfaction. Companies will need to adapt by joining the no-longer-taboo conversations, embracing transparency in their brand messaging and operations to build trust with their audiences.
What's Next?
Consumers demand greater transparency from brands. Companies like Dr. Bronner’s, which openly highlights their fair pay policies, have gained attention for their transparency. For brands to maintain relevance, especially in innovative industries such as health and wellness or advanced technology, sharing insights into their operations can encourage trust and create deeper connections with customers.
2. The Business of Curation
With the explosion of content creators and the saturation of social media platforms, the ability to develop stand-out content is becoming more challenging. Only a small fraction of creators earn significant income, leaving many to struggle in a crowded market. In response, brands and influencers are evolving from mere content creators to curators, guiding audiences toward the best content, products, and services.
What's Next?
We’re seeing a shift from algorithm-driven content (on Instagram and TikTok, for example) to more thoughtful, curated content delivered through slower platforms like newsletters (e.g., Substack). Influencers and media brands are increasingly monetizing their curatorial abilities, and brands should explore how they can leverage this trend to connect more meaningfully with consumers. This shift also influences how companies approach marketing and PR: it's not just about getting coverage, but where that coverage gets seen.
3. YIMBY, Maybe?
The housing crisis continues to be a major concern in the United States, exacerbated by rising costs and natural disasters like hurricanes. Interest in owning a home remains strong, but affordability and climate risks are pushing many to rethink homeownership. In response, some cities are exploring more flexible housing solutions, including accessory dwelling units (ADUs) and converting existing commercial real estate into homes. And with the rise of high-income and forever renters, the white picket fence dream might be a thing of the past.
What's Next?
The “Yes In My Backyard” (YIMBY) movement, which advocates for denser housing development, is gaining traction. In cities like Minneapolis, Seattle, and Boston, local governments are legalizing ADUs to address housing shortages. Looking ahead, renter-friendly housing development will get a boost, and companies will need to adapt to this shift toward smaller, adaptable living spaces. Furniture brands like Floyd, which specializes in modular and flexible furniture, are ahead of the curve in meeting the needs of consumers living in smaller, more adaptable spaces.
Take This Winter by Storm
As winter ushers in fresh trends, it’s clear that staying ahead of the curve is essential for brands to remain relevant. The ability to spot and act on emerging shifts before they hit the mainstream will separate the leaders from the followers. Now is the time to embrace these changes, adapt your strategies, and leverage them to create deeper connections with your audience.
Download Tier One’s Winter Trend Report to explore more, and let us help you navigate these trends and turn them into opportunities for growth.
