I see it time and time again—consumer insights leaders get fixated on megatrends, chasing what’s trending instead of figuring out how to respond in a way that actually matters. Megatrends tell us what people want, but they don’t show us how to turn that insight into something meaningful. That’s where patterns of opportunity come in—specifically, acceleration, divergence, and redirection.

Acceleration isn’t just about going bigger and faster; it’s about amplifying the right things. Take The Sphere. It’s not just a high-tech spectacle—it’s designed around seamlessness, immersion, and shared energy, making the live experience feel effortless and electric. Divergence and redirection, on the other hand, help brands break from the predictable and create experiences that pull audiences in.

The biggest mistake? Forgetting the human element. I’ve seen immersive experiences flop because they were too expensive, clunky, or soulless. A24, however, gets it. They don’t just release films; they build a world for superfans through exclusive memberships, quirky merch, and a tight-knit community.

A.I. is shaking up entertainment, but at its core, people crave connection, escape, and belonging. The smartest leaders know that the goal isn’t to follow trends—it’s to create something that lasts.

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