Probably the Simplest Advertising Trendspotting Trick

Remember how Martin Scorsese controversially said that Marvel movies are more like ‘Theme parks’ and ‘aren’t cinema’?

It ruffled some feathers as it was taken as a direct criticism of Marvel — but I’m not here to debate that.

Rather, his statement points toward a certain truth, showing the shifting behavior of audiences toward movies in general.

Did Scorcese spot a trend?

Movies now look like theme parks.

Would it be wrong to say so? I’ve seen enough people visit theaters to see movies because they seek enthralling and immersive experiences, while they skip the basic movies for a leisurely OTT viewing on a weekend.

That’s a fantastic hypothesis right there.

If that’s the case, the implication for any movie company becomes ‘How do we make our movies more immersive and stimulating for our audiences?’

Trends are obvious sometimes

They show up in our day-to-day lives and crawl in gradually until they become mainstream in a few months or years.

So, how do you spot a trend?

You start with some peculiar changes and observations around you, recheck whether they have the potential of being called ‘trends,’ and look for evidence that proves or disproves them.

But here’s a dumb format that I really like

And I believe it works well without requiring much effort.

Yes, a basic something looks like something.

I believe it works despite seeming shallow at first — it does the job of identifying a convention and pointing at the change where it’s headed.

Isn’t that what trendspotting is all about? Predicting where things might go from here.

Let me share a few examples below to demonstrate how it comes close to any other approach we may follow otherwise.

1. Athleisure resembles gaming characters

Minimal colors, utility over appearances, and resemblance with gaming gear.

2. Backpacks look like bulletproof vests

Dark colors, sturdy materials, and solidly built.

3. Smartphones look like clutches

Jewelry-like covers, glossy back panels, and now Pantone colors.

4. Supplement/medicine packs look like candies

Lively colors, attractive graphics, and clearly stated benefits.

5. Weddings look like funfairs

All sorts of cuisines, cinematic drones, and even cricket matches.

6. Electronic stuff resembles naked motherboards

Transparent covers, flaunting circuits, and interesting from the inside.

And many more like…

• Water bottles look like big dumbbells.
• Protein snacks look like space food.
• Instagram looks like a happiness contest.
• Bathrooms look like luxurious therapeutic rooms.

You get the rest — this approach takes the least effort to get started and relies on your ability to notice and identify the patterns around you.

The idea is to become an active observer of culture even during the mundane days when you’re drowning under a pile of PPTs and job lists while wishing that you were doing something cooler…like looking for some great insights or trends.

Also, there’s a good chance you won’t be right.

Sometimes you’ll just find some interesting observations, aka ‘reframes,’ ‘insights’ or ‘conventions’ which is quite okay, too.

It’s among the fun things advertising frees us to do — this act of seeing everything around us as a puzzle and deciphering the unseen is what often sets the ground for better work.