Should brands follow the trend or the anti-trend? Insights from Ikea, McDonald's and Burger King

Discussion of trends and anti-trends - reflecting opposing consumer needs. For example, a "trend" for consumers could be living a healthier lifestyle, but the "anti-trend" (occurring simultaneously) could be searching for pleasure and indulgence.

Should brands follow the trend or the anti-trend? Insights from Ikea, McDonald's and Burger King

Joseph Gelman

Companies, and especially those in the FMCG world, have a profound interest in understanding where their consumers are heading. Cool hunters, trend watchers, urban influencers: all of these subjects have become a known and relevant part of the corporate world, with the objective of better understanding how consumers' lives are evolving and how this can translate into innovative products and services.

Typically, a company will put some effort into identifying these consumer trends and use this knowledge as one of the inputs into...

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