Internal

TRENDIPEDIAFraming the Facts and the Fluffy

for the Future

IIex Amsterdam, 18 Feb 2019

Anna Larsson, Business Insights Manager

Internal

How move from fluff to true business impact?

5 Success factors

Internal

What is Tetra Pak®’s Trendipedia Consumer Trends?

It is our way of assessing how consumer trends are shaping our world

and our industry.

It will give you answers, but also create new questions.

It is open for feedback, as it continuously should develop with the

changes of the world.

#1 Explain the role of the trends

Internal

Explain the role of the trends: relative to time

SOCIETAL CHANGES & DRIVERS

Source: Jens Lanvin, Ipsos Sweden

TE

TR

A P

AK

®T

RE

ND

IPE

DIA

TRENDS

SUB-TRENDS

Internal

#2 Structure

Create a process!

PATTERN

RECOGNITION EVALUATIONEXPLORATION

ESTABLISHMENT

OF TRENDS

Internal

QUANTITATIVE DATA

FREE SOURCES ONLINE

QUALITATIVE QUOTES & EXAMPLES

Structure: Define your sources

Internal

“The future is already here

– it's just not evenly distributed.”- William Gibson

Structure: Early signals

Internal

Structure: Define your trend criteria

E.g.

- Multiple sources

- In line with your mission, vision & focus

- In your categories

- …

Internal

Structure: Report

NUMBERS

OWN EXAMPLES EXTERNAL EXAMPLES

STORYTELLING

Internal

#3 The visual identity

Graphic designers Brand department

Create a unique look and feel

Internal

#4 Raising internal engagement

If you can align your products or

services with relevant trends that

you have identified, you will

increase the likelihood of your

business being relevant and

successful.

Everyone can help you trend hunting

Cross-functional teams to assess the

implications of the trends

Explain why trends are important Invite colleagues to participate

Internal

Internal workshops

Alignment of product portfolio

Inspiration for new ideas

Check list

Internal

#5 Communicate externally

Starting point for discussions with customers

Stimuli for co-creation workshops

Storytelling for Marketing Communications

Internal

Remember...

#1 Explain the role of the trends

#2 Structure: Set your process and trend criteria

#3 A strong visual identity

#4 Engage your organisation, align your portfolio

#5 Communicate externally, engage your customers

Internal

SEE YOU

IN THE

FUTURE!

Anna Larsson

anna.larsson@tetrapak.comBusiness Insights Manager, Tetra Pak, Sweden

Special thanks to Ipsos Sweden