Trend Spotting, How Media Decide Which Brands Define the Moment
In today’s 24/7 media cycle, publications are constantly racing to cover what’s next. Whether it's the rise of zero-proof cocktails or a shift toward sustainable dining, media outlets want to spotlight the brands that feel current—or better yet, ahead of the curve.
If you want your brand to be seen, you have to do more than ride the wave—you need to know how to spot it before it breaks.
Why Trend Alignment Matters
Editors and journalists are tasked with keeping their readers informed, inspired, and in touch with what's relevant. That’s why stories that align with cultural moments or industry-wide movements tend to get more attention. Brands that reflect the zeitgeist—the defining spirit of the times—are often seen as more editorially valuable.
This is especially true in lifestyle, food, hospitality, and consumer products, where trends change with the seasons, the economy, and even social media conversations.
As marketing expert David Meerman Scott (2021) explains, the concept of “newsjacking” allows brands to strategically insert themselves into ongoing narratives. When done authentically, this approach can place emerging brands in front of a much larger audience at just the right time.
“When you tie your story to a current event or trend, it becomes more likely that editors will view it as relevant—and publish it.” — Scott, D. M. (2021, p. 45)
Examples of Media-Ready Trends
Some trends may begin on niche blogs or TikTok, while others are sparked by economic shifts, legislation, or social activism. Right now, the media is especially drawn to stories within:
- Zero-proof and low-ABV beverage innovation
- Sustainability in hospitality
- Nostalgia-driven dining experiences
If your brand fits within one of these narratives—or can connect to them in a meaningful, non-forced way—you may be just one pitch away from a spotlight.
How to Spot a Trend Before It Peaks
To build a successful media strategy, brand owners and PR pros need to become trend-savvy observers. Here are a few go-to tools and habits for trendspotting:
- Google Trends: Use it to explore what consumers are searching.
- TikTok/Instagram Reels: Emerging trends often start here before hitting mainstream media.
- Trade Publications: Sites like Eater, Hospitality Design, or Imbibe often predict what's next before the general public catches on.
- Editorial Calendars: Many magazines publish themes for the year—plan pitches around them.
- Event Coverage: Follow recaps from industry events like Tales of the Cocktail, Expo East, or the National Restaurant Association Show to see what’s making waves.
By staying plugged in, you can better align your media outreach with what editors are already looking for.
Framing Your Brand Within a Trend
Once you’ve identified a trend that aligns with your brand, the next step is framing your story in a way that feels timely and insightful—not opportunistic.
- Lead with relevance: Make it clear why this matters now.
- Back it up: Use data, anecdotes, or media quotes to show the trend is real.
- Make your angle unique: Editors are looking for the fresh take, not just another voice in the echo chamber.
For example, if you’re a woman-owned distillery with a sustainability mission, your story may fit into two concurrent trends: gender equity and eco-conscious production. Pitch it with a subject line like: “Women-Owned and Waste-Free: How One Distillery Is Redefining Craft Spirits in 2025.”
You Don’t Have to Be First—But You Do Have to Be Smart
You don’t need to invent the trend. You just need to spot it, speak to it authentically, and show editors why your brand has something new to add to the conversation. Being part of the moment doesn’t require a million-dollar budget—it requires a sharp narrative and strong timing.