Trends generally come in three buckets – global, something that is always there and should be engrained in your brand narrative and strategy (ie sustainability), macro trends, like automation or trust and finally micro-trends, such as NFTs. Brands, especially those in the saturated food and drink space, should build their business focusing on global trends and only tap into micro trends as highlight moments to ensure longevity. Building a whole business case or offering around micro trends in order to stay authentic and relevant is not the answer.

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