2017 Health and Wellness Trend Guide: How We Hunt For Trends
Our 2017 Health and Wellness Trend Guide is officially here. 366 days in the making, it’s a year’s worth of exploration, thought, and research distilled down into just 30 pages.
But not everything we see or think is cool is lucky enough to make the cut. Identifying trends is much like the “yes, and rule” in improv. If you’re not familiar with this term, it’s basically a rule-of thumb that implies each participant is open an idea (“yes!”) and then expands on it (“and….”).
Bringing your ideas to the table, no matter how crazy they may seem, covers off the “yes” peice, but it’s the “and” part – the expansion of an idea beyond what just one person sees – that makes all the difference in validating whether a trend is set to flourish or flounder.
As there were many minds that contributed to the creation of this year’s guide, we wanted to share with you the various ways we approach identifying trends, and how we look to support them beyond our individual vantage points.
If you haven’t snagged your copy of our 2017 Health & Wellness Trend Guide, click on over here.
Now over to each of the Pineapple Partners.
Emma Andrews, Director of Education
Through a variety of projects this year we’ve been researching how to educate and tell better stories through on-packaging messaging and informational design. We’ve spent countless hours at our version of the ‘library’ (aka the grocery store), combing over labels, signage and displays looking for what’s not only effective, but engaging. Combined with attending trade-shows and industry events, this has helped me identify overarching ingredient, culinary and new product trends across multiple product categories. I’m the type of person that adds grocery store tours to my vacation agenda, I’m that obsessed!
Being active as both a social media influencer on my personal accounts, and helping initiate strategy and tactics for our clients, I’ve been able to closely monitor trends on social media through multiple lenses. As we represent a variety of brand voices on social, we get to see how different types of content resonates and the type of engagement it gets with varying audiences. This gives us a great breadth of context when validating if something is in fact “trending” – be it an ingredient, culinary technique, wellness philosophy or even simply styling and aesthetic elements.
Julie Viola-Cywinski, Director of Insights
We have never had more data available to us then we do now. There is so much valuable information that can provide wonderful insights into what makes consumers tick – what technologies they are using, why they make the decisions they make, new and emerging ingredients, flavours, manufacturing technologies, and changes in the retail landscape – the list goes on and on!
My mission through client projects, and my sheer curiosity and drive to continuously learn, is to pour over and analyze various points of data. I utilize market research reports, industry and non-industry publications, consumer research and other sources of data to seek out emerging ideas, insights and trends that can help Pineapple Collective and our clients adapt and grow within this ever evolving industry.
Lynsey Walker, Director of Content Marketing
If content is king, then I’m a one of its most loyal subjects. An avid reader, I spend a lot of my waking hours lost in magazines (thank god for Texture and my Toronto Public Library card), online publications, and blogs. I also spend more time than I care to admit watching late night clips on YouTube… in times like these you’ve got to laugh, right?
Having a pulse on what is happening in various spheres of interests and influence is crucial in seeing a trend before it’s trendy. Economics, politics, and culture are the macro forces that shape the way we communicate, the products we shop for, and the ingredients we look too to keep us healthy and happy. It drives colour and fashion choices, design aesthetic, the culinary flavours we crave, and whether or not we want to hunker down at home (hygee anyone?) or go out and live it up. Taking a step back from our industry and seeing things through a different lens gives a much needed perspective on where things are headed in this crazy world of ours.
Got some trend hunting tips of your own, or a comment on our 2017 Health & Wellness Trend Guide? We’d love to hear from you! Hit us up on Instagram, Facebook, LinkedIn or Twitter, or shoot us a note. #PineappleTrends