Food trends come and go, but as tastes change, so do the needs of consumers. The shift to a wellness-focused lifestyle has resulted in a more mindful approach to food. Consumers are re-prioritizing how and what they eat and the need for reassurance about the safety of food has led to an increased demand for ethically and environmentally sourced products. As consumers seek out healthier food and beverages, brands will have to consider how they position their products and understand what claims are most important to consumers.

In the U.S. market alone, there are 412 distinct car models, speaking to the immense amount of choice available to car-buying consumers. And, with the average adult consumer purchasing a car every six to seven years, this makes it all the more imperative for brands to capitalize on those precious few moments.

In an era of change and constantly fluctuating expectations, it can be a challenge for brands to remain relevant. Generations grow older, demographics and preferences blur, and media consumption changes, forcing marketers to adapt their tactics to authentically tap into those audiences. That’s why identifying opportunities to build affinity and relevance through experience, as well as alignment with like-minded brands, is critical.

Although Millennials will always be a valuable target for marketers, a new and equally powerful generation of consumers is emerging: Generation Z. Born between 1996 and 2010, this cohort is often referred to as the iGeneration. They have never known the world without the internet, mobile technology, or opinion-influencing peers. They are unapologetically themselves, endeavor to stand out rather than fit in, and are much more sophisticated in their relationships with brands.

We’ve all heard about the death of retail. Malls have turned into ghost-towns as iconic department stores are slowly withering away. This year alone, almost 4,500 U.S. store closures have been announced, while only about half that have opened. Analysts attribute retail’s downfall to a number of factors: the effects of the Great Recession, technology (mobile and the rise in e-commerce), increased competition from Amazon, and a shift in consumer spending habits - primarily, investing in experiences over goods.

Gaming is growing! In 2013, 58% of U.S. population ages 13+ were into gaming. Today, 66% percent say they regularly play video games. And, by 2020, the global video game market is expected to be worth over $90 billion. Gaming has become an integral part of the mainstream entertainment diet. In fact, 11% of gamers' leisure time is spent playing video games or engaging in eSports. Interestingly, time spent on in-person social activities continues to capture more share among gamers, pointing to a potential opportunity for content creators to further engage gamers through social or group play experiences.

As a lifelong hockey fan, I’ve always felt a tinge of jealousy about the NHL being less popular than the NFL, NBA, and MLB. Why don’t people love my sport?

Since its launch back in 2010, Instagram has become one of the major stakeholders in the world of social media. With over 95 million photos posted on the app each day according to Sprout Social, it’s now more important than ever to produce branded content that stands out from the endless corporate clutter. The fix? Establishing an aesthetic for your brand.

Like any other industry, marketing is a world in which trends emerge. And, when brands and marketers see those trends developing, there’s a natural desire to emulate and ride the coattails. Everyone wins, right? Not quite. Sometimes, those trends are leveraged to perfection, but other uses can leave a lot to be desired. In reality, the results vary greatly on a case-by-case basis.

For citizens across the globe, the holiday season provides an opportunity to spend time with families, to give back, and to show appreciation for one another.