How to use seasonal trends to shape your PR strategy
The ‘trend wave’ is at an all-time high. Or at least it seems that way.
With Currys embracing Gen Z lingo on TikTok and ‘Brat Summer’ flooding our feeds, it’s essential to tread carefully between staying culturally relevant and, well, a bit cringe.
For trends that truly matter to eCommerce brands, trusted reports like Pinterest's are a valuable resource, offering insights into standout themes across fashion, beauty, home décor, food, and hobbies based on user searches.
Credit: Pinterest
It’s a goldmine for PR and marketing teams.
While not every trend will be a fit, it’s a great way to stay updated on current online conversations and anticipate what might make headlines in the press.
So, what are some of the notable trends for this season, according to Pinterest? Let's take a closer look.
Layered in prints and puffs
Nature-inspired patterns and mixed-proportion layering dominate. Think bold looks with leopard print denim and camouflage, paired with puffer skirts and oversized coats. It’s all about making a statement and embracing that main character energy.
Credit: Pinterest
Tranquil retreats
People are looking to transform their homes into serene havens and are turning to Pinterest for inspiration on ‘cosy autumn vibes.’ From floral designs and soft lighting to calming colour palettes. Japanese style is also making its mark, such as Japanese vintage art.
Credit: Pinterest
Earthy eats, jelly jams and Tokyo treats
Autumn is a favourite time for many to cook, and this season's dishes are anything but dull. People are incorporating earthy ingredients like morel mushrooms and pistachio butter into their recipes and experimenting with jelly flavours. Japanese cuisine is also gaining popularity, with increasing searches for dishes such as chicken karaage and katsu curry.
Credit: Pinterest
Staying up-to-date on trends is great, but how can you incorporate them into your PR strategy? Let’s use the ‘green home decor’ trend as an example. Below are three simple steps to boost your press coverage opportunities. No green homeware products? No problem—these steps are adaptable to any trend and product.
1. Research
Look for publications that have covered similar products, especially those focusing on ‘colour trends.’ Don’t just stick to home & interior publications—consider food, fashion, and lifestyle media that often feature homewares.
2. Align with the trend
Within a pitch, go further than just signposting the colour, show how the specific product aligns with the desire for tranquil retreats and cosy, serene spaces. Develop content that directly ties into these trends. Blog posts, videos, and social media content on topics like “how to create a dreamy reading room”.
3. Imagery
Colour trends are so much more than what they say on the tin. The press want to feature products that are interesting, and different and evoke a feeling for customers. If the product fits the trend, make sure your imagery is exceptional to increase the chances of press coverage.
Not every trend will suit every brand. But reports like Pinterest's allow PR and marketing teams to gauge what the press are likely to be interested in. Plus, what might dominate online conversations.
Want to effortlessly keep up with the hottest trends and stay ahead of the curve? We’ve got the tools for that. Give us three minutes and we’ll show you how to power up your PR.