By staying current with trends, companies can:

• Identify shifts in consumer behavior and adapt their R&D efforts to create sustainable solutions that cater to these evolving preferences.
• Spot gaps in the market or areas of untapped potential. This knowledge can guide their R&D investments and business strategies to expand their offerings and reach new customer segments.
• Identify cost-saving opportunities.
• Identify gaps or areas where they can differentiate themselves by understanding what competitors are doing and how the market is evolving.
• Find startups and scaleups to collaborate within a particular trending segment.

Companies can tailor their marketing and branding efforts to highlight attributes that resonate with consumers, such as organic materials, promoting their commitment to plastic-free and sustainability environment.