At MKTG, we are professional fanatics - observing, listening, analyzing and always staying curious. Our philosophy to trend identification is simple. 

We believe trends are not a precursor to culture – they are culture. 

We believe that true trends reveal themselves across industries + platforms in sports, culture and on social. 

We get to the real story by uncovering the underlying motivators. 

And all of this enables us (and therefore our clients) to ideate smarter, tell better stories, and connect deeper.

Now, let's delve into a few impactful trends from Q3. 

TRENDS

OFF THE GRID - Mainstreaming

WHAT IS ON THE RISE

The demand for exploratory travel is on the rise, igniting significant interest in camping and outdoor hospitality for 2024. - Link

IN CULTURE

Mountain Dew and BÉIS are embracing the outdoor adventure trend. Mountain Dew celebrated the “Mountain Time Zone” with free drinks and a month-long national park road trip, while BÉIS launched a limited-edition “Utility Collection” with pop-up shops at parks like Yosemite and Zion. - Link

ON SOCIAL

The “This and Yap” trend celebrates enjoying activities with loved ones while chatting. This cultural shift emphasizes simple, authentic experiences and a deeper connection to nature, highlighting the joy of sharing genuine moments with friends. - Link

BRAT SUMMER - Declining

WHAT IS ON THE RISE

“Brat Summer,” inspired by Charli XCX’s album, features edgy, Y2K-inspired fashion and a carefree, bold mindset. This trend emphasizes a rebellious style and a celebration of imperfections. - Link

IN SPORT

"Brat" celebrates vulnerability, a theme that resonated with Olympic athletes during the “Brat-lympics.” Athletes embraced the viral ‘Apple Dance’ and wore signature green, reflecting the brat ethos. This openness illustrates how sports can mirror broader cultural themes, showing that vulnerability is a strength on and off the field. – Link

IN CULTURE

The “Brat Summer” trend has notably influenced culture, particularly in Kamala Harris’ presidential campaign, where she rebranded as a “brat” icon, generating significant buzz among younger voters. - Link

NOWSTALGIA - Mainstreaming

 WHAT IS ON THE RISE

We’re entering the era of ‘nowstalgia,’ where recent experiences and products are making a comeback. Brands are tapping into immediate nostalgia to resonate with consumers’ feelings. – Link

 IN CULTURE

McDonald’s is bringing back Snack Wraps (discontinued in 2016), and J.Crew is relaunching its celebrated catalogs, showcasing how brands use ‘nowstalgia’ to reconnect with consumers. Netflix is also joining in, releasing a sleeping bag designed to resemble its iconic red DVD envelope, adding a humorous twist.- Link

 IN SPORT

"College Football 25" has returned after a decade, exciting millennial gamers. Once a top sports title in North America, the new game features an intricate Dynasty mode, allowing players to build and manage their own college teams, tapping into strong nostalgia among fans. - Link

THE GEN-ALPHABET - Mainstreaming

WHAT IS ON THE RISE

There’s a rapid proliferation of Gen-Z and Gen-Alpha lingo, as new words and phrases emerge to facilitate communication among younger audiences. - Link 

IN CULTURE

Viral memes are making waves in Hollywood, with director Michael Bay and producer Adam Goodman announcing a ‘Skibidi Toilet’ Film and TV Franchise based on Alexey Gerasimov’s popular animated series among Generation Alpha. - Link

ON SOCIAL

Brands are quickly adopting new slang in their marketing, especially on social media. Well-known names like Wendy’s and Chipotle, along with smaller businesses like the Northumberland Zoo, are using slang in their content. Many brands are also letting their Gen-Z social media managers take the lead, embracing trends like “Letting your Gen-Z employee write your marketing script.”  - Link

To learn more about trend reporting at MKTG or to chat about what we’re loving lately in sports, culture, or on social, reach out and follow us @mktg_inc.