But, you know, how can a retailer, a product business, you know, bring that into their marketing so that their customers take notice? How do they, how do they show up and use that?

Yeah.

No, really, really good question.

Um, I, I actually wanna throw in something slightly here, uh, um, t- as context again, which is I did, um, quite a lot of, um, research around what is it that people are looking for from the products that they're buying, and it sits alongside the kind of the, the visuals that we're seeing for Christmas.

And I came up with three Ps that I'd love to share, Nicole.

So the first one is purpose.

We don't, we don't have that much disposable income, if we're lucky to have any at all at the moment.

How do you bring those trends and try and make that connection with your space?

Mm-hmm

...

if their offending happened while the person was on bail or, um, particularly on electronic monitored bail, um, if they have previous convictions, then the sentence will sometimes go up.

The things that will bring the sentence down are their personal circumstances that might help the court understand why the offending has happened.

So the really common ones are that they're young, so a youth discount usually, um, can be applied to someone who's under the age of 25, roughly, and that's based on sort of what we understand about neuroscience, that the brain is still developing, that, uh, there's a higher likelihood of impulsivity, a lack of consequential thinking, um, all of those things that can show up when someone is offending when they're younger.

It also recognizes that younger people are more likely to be able to be rehabilitated.

Um, the other ones are, you know, they've never been in trouble before.

... right? So do they get a say in all of this?

Continuing the origin stories, we have Hannah Bartlett from Bartlett IdeaCo.

Honestly, probably the same way that a lot of other people have is just starting out with doing backyard films with my siblings and with friends.

I got my first digital camera when I was 16 and just loved being able to create photos, which then turned into doing video.

And some friends and I actually took two and a half years to create a feature film.

And it was a lot of work, but a lot of fun.

And definitely not something I would ever want to publish.

But we learned a lot through the process.

Find thousands of brands at www.fair.com.

Yes, absolutely.

How do we choose? Because they all sound fabulous in their own way, all terrifying, which I...

whichever version you'd like.

Okay, well, let's think about what are trends there to do? Trends have, in my opinion, three purposes.

They are discoverability, they are memorability, or they help you with, sorry, discoverability, memorability, and purchasability.

so discoverability using the narratives that matter right now helps us to be found keywords telling the stories that people want to hear that are resonating that's how we get that so discoverability number two is memorability it is getting that emotional connection so a feeling not just a look and really leaning into what sticks in the mind we know that those storytelling narratives and visual cues that hit an emotion are stickier in the mind than the ones that just look nice right um so memorability and then purchasability you are then an intuitive purchase it's instinctive to buy you because you're telling the stories that matter right now that mean something right now you are hitting us and meeting us where we need you So that's the purpose of the trends.

Which leads to the practical question, once you know your direction, what do you actually do with it?