Trends Come and Go, But Human Behavior Stays Stubbornly Consistent. That’s Where the Real Insight Lives.

In a world obsessed with the new — new tech, new platforms, new consumer tribes, new acronyms — it’s easy to mistake noise for signal. Marketing today is too often seduced by trends that flicker across social media, hyped by the same echo chamber that creates them.

But here’s the truth no one wants to admit: Most trends don’t matter. They’re surface-level. Temporary. Distracting.

The real work — the work that builds brands with staying power — comes from understanding something far more stable and far less sexy: human behavior.

Insight ≠ Trend

Let’s clear this up: a trend tells you what is happening. An insight tells you why.

• Trend: Consumers are buying more plant-based foods. Insight: People want to feel better about what they put in their bodies — and on their conscience.
• Trend: Gen Z is ditching traditional luxury brands. Insight: Status today isn’t about price tags — it’s about identity and cultural fluency.

Trends are easy to spot — you can track them in Google searches or TikTok hashtags. Insights take more work. They demand observation, empathy, and a willingness to ask uncomfortable questions — especially about the things we think we already understand.

Why Insights Matter More Than Ever

We live in an age of data overload and shallow attention. Everyone’s tracking what people click, like, and share. But tracking behavior isn’t the same as understanding it.

True insight digs deeper. It exposes the gap between what people say and what they actually do. It surfaces unmet needs, quiet motivations, and cultural undercurrents — often the ones people aren’t even aware of.

The part we tend to forget? Human truths don’t change nearly as often as we think.

People still want to belong. To feel smart. To be seen. They crave convenience, control, and validation.

The platforms may change. The language may evolve. But the core desires? They’re remarkably consistent across decades, generations, and even cultures.

How to Spot a Real Insight

So how do you move beyond trend-chasing and start uncovering meaningful insights?

Here are a few principles I’ve found valuable:

1. Look for contradictions. When people’s behavior doesn’t match their stated beliefs, there’s usually something interesting underneath.
2. Zoom out before you zoom in. Don’t analyze TikTok before understanding the broader cultural forces that give it relevance.
3. Start with empathy, not data. Numbers confirm — they don’t discover. Talk to people. Watch them. Listen without an agenda.
4. Ask better questions. Not “What’s trending?” but “What’s shifting, and what’s staying the same?” Not “What’s popular?” but “What’s meaningful?”

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Insight in Action: The Brands That Get It (and the Ones That Forgot)

The best brands don’t just follow culture — they interpret it through the lens of timeless human truths.

• Liquid Death doesn’t just sell water. It sells rebellion, identity, and a punch in the face to wellness clichés. The insight? Healthy doesn’t have to mean boring — especially for a generation fluent in irony and memes.
• Duolingo doesn’t just teach languages. It makes learning feel like a game — with a slightly threatening owl cheering you on. The insight? People want progress without pressure — and humor makes frustration easier to swallow.
• Nike built an empire on insight. “Just Do It” was never about running shoes — it was about self-belief. But in recent years, Nike has started to feel more reactive than reflective. Less human truth, more trend-following. It’s a cautionary tale: even iconic brands lose their way when they trade insight for noise.

These brands show us what happens when you stay anchored in behavior — and what happens when you drift away from it.

Beyond the Hype: Go Deeper, Not Louder

In marketing, chasing trends is like chasing the wind — it keeps you busy but gets you nowhere.

The real challenge — and the real opportunity — lies in understanding the people you’re trying to serve, not just echoing what’s popular this week.

So next time you feel the urge to jump on the latest bandwagon, pause. Ask yourself: What’s really going on here? What human truth is hiding behind this moment?

Because at the end of the day: Trends come and go. But human behavior stays stubbornly consistent. That’s where the real insight lives.