In this blog I will show you different ways to communicate your trend and help you decide what way of communication works best for you, or your client’s challenge.
THE GOAL OF TREND COMMUNICATION
Communicating your trends is an essential part of trend work. The aim is to make your trends stick and let them tell an inspiring strategic story. It’s often about communicating your findings in a made-to-measure way so others can decide whether to act on the trends or not.
Which factors do you need to take into consideration to create a compelling trend story? I will help you on your way with trend storytelling.
Let’s take a look at the Trend Communication Checklist and the Trend Communication Canvas together.
TREND COMMUNICATION CHECKLIST
Think about the way to approach your trend communication. Take into consideration the context in which you are communicating them. You can use the checklist on trend communication to help you think about your communication approach. The 5 topics in the checklist are:
What is the context you will be communicating your trends in? Try to get a sense of the culture of the organisation the trends will be used in and the type of communication that would help get the message across within this culture the best. Keep this in the back of your mind.
Who will you be communicating with? Who are you going to share the trends with? What are their interests and what do they need to take away from your research?
Level of interaction
Looking at the type of organisation and the audience, would you like to have a low level of interaction and use a send-receiver approach, or does a more active and engaging approach fit the context better?
Tone of voice
Is the organisation culture or the audience more on the intuitive side or the rational side of the spectrum? Think of the implications for your storytelling style. Would you use a formal versus informal approach, visuals versus graphs or symbolic expressions versus concrete wordings?
What type of deliverable(s) could work best with regards to the context and culture? This can take various forms, from a presentation to a report and from a video to a trend tour. Share your trend insights in a way that fits the organisation and the audience best. The choice is also very dependent on the available budget.
TREND COMMUNICATION CANVAS
Use the trend communication canvas to create an overview of the information you have gathered.
You can use it during conversation with others on this topic or fill it for you personally. In the end, try to summarise the way you will communicate about your trends in general or for a specific project. 👇🏼
Then get into action: what do you need to do to communicate that way? If you want to make a visual report, can you do this yourself or do you need assistance? If you want to make a trend game, what actions do you need to get there?
To wrap it up:
In the end, the goal is to help your audience unpack the trends, and your trend communication should always serve this purpose. Because when people don’t understand the trends they are also not able to apply them and set future priorities or create relevant innovations.