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Trends to Transformation

Today I’m back on the philosophical path. I’ve caught up on the Fall technical changes to the platforms I work on, I collected the past season’s data, analyzed it, and condensed it down to a checklist of what worked and what didn’t. Now begins the time of year for reflection, gratitude, and the deep dive into “what next?”

This morning’s inspiration. Seth Godin talking about his new book Song of Significance released this year. I am in constant awe of these deep thinkers. How they grasp a concept then dive in deep to the core and pull out the guts of the problems we are all seeking answers to. As for marketing, what’s next, depends on people, the catalyst that will lead to change in the new year/s to come. What are the trends, generational markers, and demographic segments that I need to reach, and WHY

COVID brought drastic change to all our lives, but in essence, it was an event that disrupted our world so that the real change that is on the horizon can move in. Just like the season’s passing so do generations and the habits, thought patterns, and actions that define them. We went through the Dark Ages, the Renaissance, the Industrial Age, and our current age of technology and consumerism, good bad, or ugly has reached the level of inevitable change.

How does this affect marketing?

  • The Shift of economic power from the Boomers to Gen X and beyond is becoming a reality. And the shift in mindset about work-life balance has begun as well. It’s not only a new generation but a new era of mindfulness and conscious carbon living a far cry from the Tech and Consumerism of the past 100 years.

  • Online purchasing is no longer novel. It’s mainstream so online marketing is essential. The early days of novelty and flash marketing are no longer effective. Connection and culture are what move the needle.

  • Building a successful brand means curating a culture that syncs with the brand and its purpose. Last week’s Article WHY talks about the importance of being clear about WHY you do what you do as a business. Meeting demand at all costs, being the cheapest, or the latest flash sale is losing ROI quickly. Culture curating and connection build brand loyalty, the golden egg in marketing.

  • Value, purpose, and carbon footprint are markers that are rising fast. Remember the ‘90s and putting the word “green” on your packaging meant you could charge a premium?

I would take the time to Listen to this podcast with Seth Godin: How To Make Your Work Matter, He lays out the changes that are taking shape. Millennials are not lazy they do not see the point of working to buy more stuff. Can you blame them?

Simon Sinek talks about the same changes in our collective mindset. Simon Sinek: The Number One Reason Why You’re Not Succeeding. This one definitely dives deep into why these changes are happening.

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator


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