Abstract:

As consumer attitudes and behaviours continuously evolve, trends provide a framework for labelling, structuring and understanding these changes. when they are well observed, validated and communicated, trends become a powerful tool for stimulating consumer centric business growth.Yet too often trends fail to act as the growth catalyst that they should be. a lack of clarity, unstructured thinking, insufficient evidence and turgid delivery can all constrain trends work. This paper outlines our approach to creating a trends programme that has really inspired business growth within Nestlé.